Troika: All the Time in the World

Client: A British Airways Commission for Terminal 5 | Product: Walkway Installation
Medium:electroluminescent displays| March, 2008| Designers: Troika
photo © Alex Delfanne/Artwise Curators 2010

Troika created a 22m long electroluminescent wall that marks the entrance to the First and Concorde Galleries lounges.

At the heart of this installation lies a custom-made modular text display system.

We extended the conventional notion of a world clock, which commonly concentrates on capital cities in different time zones, by linking real time to places with exciting and romantic associations. All the Time in the World allows passengers to extend their imaginations to far distant locations; the great natural wonders of the world, the highest mountains, the most beautiful lakes, the tallest buildings, the longest rivers, ancient cities, museums with untold treasures, dream islands and exotic deserts. GMT, London’s local time, forms the heart of the clock display, and any places west of London are situated to the left of the large clock, and equally, any places east of London are to its right

For all the time in the world we developed a new typology of electroluminescent displays, which relies on a custom designed segmented typeface (patent applied for). Apart form its incredible thinness (less than half a millimeter), our display boosts high aesthetic impact and an extreme versatility in the characters displayed (up to five different fonts can be shown in our arrangement).  It can also be curved, and is extremely competitive compared to other display technologies such as LED if text only is required. Based on a vectorial design, its advantages are all the more noticeable in large scale (like here) or very small. The technique is transferable to other emerging technology such as OLED or E-paper. This is the first time that a display system of this kind has been implemented worldwide.

(Content provided by Troika. All rights reserved, © Troika 2011)

Troika Profile:
Troika is a multi-disciplinary art and design practice based in London. With backgrounds in graphic and communication, art, product design and engineering, Troika’s approach focuses on merging the arts and design disciplines.

Since establishing the studio in 2003 Troika’s work has been exhibited at the Victoria & Albert Museum London, the Science Museum London, Tate Britain, at the British Council touring show in China at Guangzhou, Shanghai and Beijing, and in 2008 at the MoMA in New York. Troika’s work is represented in the permanent collections of the British Council, Victoria and Albert Museum and the Museum Of Modern Art New York. Troika has authored two books to date: Digital by Design, Thames and Hudson, 2008; Moscow Style, Booth- Clibborn Editions, 2005.

In 2009, Troika won the D&AD Yellow Pencil for their digital sculpture ‘Cloud’ in London Heathrow Terminal 5. Troika was commissioned to design 3 walkway installations of the UK Pavilion for the Shanghai Expo 2010. In addition Troika is currently working on a series of large scale permanent installations in Canada, Singapore and the United Kingdom.

For full Troika profile with Founders Biographies and list of previous work, please contact

All the Time in the World, 2008
Electroluminescent Art Wall
Manufactured by Elumin8
A British Airways Commission for Terminal 5
Curated by Artwise,

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