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The goal was to announce a sculpture exhibit that featured large concrete volumes, that occupied the space in different ways, forcing the crowd to interact with the pieces in order to move through the space. This exhibit was also mutable; the artist changed the layout of the arranged volumes daily, in essence creating a new exhibit daily. By the end, the pieces would be cracked and broken, showing the structure of the concrete moulds. The imagery for the visual communication intended to reflect this process of production.
In order to turn the attention to the pieces, we opted to turn the type itself into volumes/moulds. It was important that the type/mould would simultaneously have the characteristics of the mould but also of the wire structure that lives inside the concrete pieces. To create this, we commissioned a local FabLab to print the title of the exhibit in 3D, with the model we sent them. After that, it was a matter of arranging the letters in a composition and taking some photos of the result, as if the type were the sculptures themselves.
The client was thrilled with the result and actually commissioned a small publication, relating to the exhibit, as a result.