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Jesse Reed, designer
MoMA, design/client
Brigitta Bungard, art director
Julia Hofmann, creative director
Paulette Giguere, production artist
Claire Corey, production manager
The challenge was how to activate the gallery exterior in bold MoMA fashion and also speak to the 1910–1920s artwork—mostly woodcuts. We turned the long exhibition title into a positive by stretching it bluntly across the two walls, and gave the letterforms an enlarged woodcut texture, hand-painted with incredible detail by our production artist.
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