www.ideacouch.camp
The project, ‘Muse of the Wind’ was a great outcome of the creative team, FUNDAMENTAL.(www.fundamental.kr) The team consists of three parts, branding, visual design, and space design.
IDEACOUCH takes the lead in all space branding projects.
‘Muse of the Wind’ was the second exhibition of Korean artist Lee, Hae Young and to make her exhibition more unique, she decided to collaborate with FUNDAMENTAL.
The team began with developing the identity of the exhibition. In doing so, deeply discussed with artist and needed to bring out what she wants to tell to the public.
Freedom was the key message of the exhibition. To visualize freedom, the team came up with an idea of wind and pinwheel became the ideal objet, which covers from visual design to spatial inspiration.
The pinwheel-shaped logo was developed and applied to branding materials such as invitation, art-book, signage and etc.
Meanwhile IDEACOUCH suggested turning a typical gallery into an art site by wrapping the exterior of a gallery with net and decorating with thousands of white pinwheels.
Also, placed handmade stool with net inside of the gallery to connect exterior and interior together.
Each exhibition hall was designed with different theme to express a life of the artist.
Used dimmed lighting and dark color paint in hall #1 meaning her past.
Natural light was a key element of hall #2 showing the delightful present time.
Hall #3 was covered with artificial turf to give a sense of brighter tomorrow. A garden with full of hope.
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