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.