Computer Arts - - Industry Issues -

When iconic 120-year-old French de­part­ment store Ga­leries Lafayette planned to launch its own cul­tural in­sti­tu­tion, Wolff Olins was brought on board to de­velop a brand for it: Lafayette Anticipations. “We cre­ated a new lan­guage that was born from the ever-chang­ing na­ture of the build­ing it­self,” ex­plains chief design of­fi­cer Chris Moody.

“Every­thing the design team did – from an in­tel­li­gent type­face built by al­go­rithm, though to a hy­per min­i­mal­is­tic pal­ette of colour and tex­ture – grew from a fun­da­men­tal un­der­stand­ing of the phys­i­cal space and the story it had to tell. It was one story, from strat­egy to tote bag.”

“Craft­ing a dis­tinct, sin­gu­lar brand voice has never been more nec­es­sary, but it’s never been more tricky to pull off” CHRIS MOODY, WOLFF OLINS

Wolff Olins’ frag­mented iden­tity sys­tem for Lafayette Anticipations was in­spired by the build­ing it­self, and trans­lated beau­ti­fully into quirky 3D sig­nage that now adorns it.

In a char­ac­ter­is­ti­cally in­no­va­tive twist, the “in­tel­li­gent type­face” for Lafayette Anticipations was built by an al­go­rithm.

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