Particolare
Client
Year
Location
Vienna, Austria
Project
Role
Naming, Branding, Photography art direction, Website design, Exhibition design, Install coordination
Particolare redefines current expectations of what an art fair is through the careful curation normally associated with a museum exhibition. This art salon without booths, presents a unique selection of artworks in dialogue with rich architectural surroundings. The final aim is to encourage new collecting pathways.
The first edition took place in September 2024, at Vienna’s Kursalon. The curatorial theme chosen for this edition was a bold exploration of the concepts of Time and Movement.
The evocative setting of Kursalon hints to the domestic opulence of an imaginary collector’s home while establishing creative dialogue with contemporary and tech-based art.
Our role in the project was to conceptualize its identity, and create a visual universe that communicates it. We did so through branding, website design, social media strategy, spatial concept and exhibition design.
“(...) the museum as we know it today will be very different in the coming years. We all feel it, but no one knows what this museum will be. The same feeling goes with all the exhibition formats and venues: art fairs, biennales, art center, galleries, collectors home, public spaces, etc. We know these things are going to radically evolve in the next few years. How? We don’t know but we can test new ways, build new paths, together with the artists.
Exhibition views.
Images: Baptiste Janin, Andrey Gordasevich & Rotondo.