Multiplied is an annual fair curated by Christie’s South Kensington during Frieze Week. Showcasing contemporary art in editions, Multiplied encompasses print and digital multiples, artists’ books and photographs, reflecting the whole spectrum of current publishing. Over 40 international galleries exhibited at Christie’s during the fair, representing emerging and established artists alike.
The fifth version of this art fair required the transformation of the identity to highlight the main concept of multiplication. Since the fair began in 2010 the identity evolved from a two-dimensional graphic to a three-dimensional object. Now it has embraced the metaphor of a fourth imaginary dimension with a playful illusion of geometric cubes.
The integrated campaign comprised the revitalisation of the identity as part of large format advertising on public transport, direct marketing, digital communications, and a significant presence throughout the fair’s gallery guide.