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06.28.13

Gimme More: Is Augmented Reality the Next Medium? exhibit

Exhibition Design, Consumer

Developed by the EPFL ECAL Lab in Lausanne, Switzerland, and presented at the Eyebeam Art and Technology Center in New York, Gimme More: Is Augmented Reality the Next Medium? was an exhibition that showcased seven installations by artists who use augmented reality to tell stories in new ways. AR is reality with something extra—objects, environments or interactions that have been enhanced with virtual content or storytelling that blur the line of the physical and digital. Pentagram’s Natasha Jen created an identity and environmental graphics for the exhibition that play on this intersection of the material and immaterial, using simple elements of light and shape to create an otherworldly effect that helped introduce visitors to the subject and set off the innovative exhibition design by SOFTlab. The design featured large, backlit structures made of Tyvek sheets. The exhibition graphics tied together the low-tech architectural material and the digital nature of the installations using pixel-like, modular typography that was dynamic, fluid and constantly changing. Some of the triangular pixels were cut, folded out or adhered on the Tyvek, while others were projected as animated pixels of light to “complete” the graphic.

Natasha Jen, art director/designer; Belinda Chen, designer; Pentagram (New York, NY), design firm; SOFTlab (New York, NY), exhibition space design; Alan Tansey, exhibition photography; EPFL+ECAL Lab, client.

pentagram.comSOFTlabnyc.com