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In this exhibition, Canadian multimedia artist Michèle Provost presents an ambitious and poignant examination of the place of art and artists within a market-driven society. Highlighting the potential for commodification, she creates a liquidation sale of a line of handmade home décor and lifestyle items, aesthetically based on the legacy — both real and imagined — of an iconic Canadian artist of the twentieth century. Domino was responsible for the photography art direction and design of the exhibition brochure.
Our objective was to design a brochure that striked a balance between the premise of the exhibition, a liquidation sale, and the presentation of beautiful, original art. We had the opportunity to shoot many of the pieces for the brochure before they were set up in the gallery space and that gave us flexibility to stack, rearrange and present the pieces as if 'on sale'. The artist was present during the photoshoot and the collaboration provided the opportunity to experiment with many of the works. The stitched title font on the cover was used as a nod to the many hand-embroidery pieces in the exhibition and the bright yellow tag further conveyed the commodification theme.
The exhibition brochure was very popular among the attendees and the artist, Michèle Provost, was thrilled with the end result. She particularly appreciated our creativity in styling and photographing the pieces as well as highlighting interesting details. The cover design of the catalogue was also adapted to an outside promotional banner that was used on the Ottawa Art Gallery building.