Computer Arts - - Special Report -

HIGHLY COM­MENDED: CUL­TURE by Wolff Olins www.wolf­

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.

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