HIGHLY COMMENDED: CULTURE by Wolff Olins www.wolffolins.com
When 120-year-old Parisian department store Galeries Lafayette launched its own art foundation, Lafayette Anticipations, Wolff Olins was tasked with shaping the look and feel of the new sub-brand.
The initiative challenges people’s notion of art, bringing ‘making’ to the fore. Wolff Olins chose to emphasise this constant feeling of anticipation by concealing and revealing parts of words, using a bespoke typeface that appears to be in constant mechanical motion.
Letters are cropped randomly, with an algorithm ensuring that even typing the same word twice yields different combinations. The type is also integrated within the building itself, with four motorised platforms rearranging the space up to 49 different ways.