Dissabtes MACBA by Hey – Info Branding
Opinion by Richard Baird.
Dissabtes MACBA (“MACBA’s Saturdays”) is a partnership between The Museum of Contemporary Art of Barcelona (MACBA), an iconic architectural symbol and one of the city’s leading cultural institutions, and the Japanese fashion retailer UNIQLO who recently arrived in Barcelona.
The Dissabtes MACBA initiative offers free entry to MACBA every Saturday evening and invites visitors to participate in a wide range of cultural events and activities. To mark the initiative, collaborative spirit, and serving to bring the UNIQLO brand into the local consciousness, Barcelona-based studio Hey were commissioned to create a campaign that represented the close relationship between MACBA and UNIQLO within the city’s centre. This is expressed through both form and colour language, in a striking and singular gesture, elevated by its repetition across a variety of different communicative modes and formats, from posters to bus ads to digital screens throughout the museum.
Under the “Dissabtes MACBA” campaign name, created by Nom-Nam, Hey developed a simple strategic direction that visually expressed and represented the merging of both UNIQLO and MACBA.
The solution is marked by Hey’s observational and opportunistic capacity, to hold true to a conceptual simplicity and graphic immediacy, and deliver it with confidence and consistency, to use repetition and little variation to really drive home the meeting of the two brands.
As a graphic expression, in the use of two inks and surrounding white space, in the intersection and proportionality of form, and in the potential of large format posters and banners, the work serves to really catch the eye.
There is a metaphorical and visual synergy at play here. A satisfaction in the simple observation of a common graphic language of squares and white space that the brand’s both share, but also of a non-verbal associative potential that speaks of architectural structure and space, and the materials and structures of clothing basics.
The appearance of both brand’s logos in close proximity serve as tools to decode the prominent graphic expression and frees it from being overt in its messaging. There is a sensitivity to the initiative, in the balancing of cultural and commercial intentions. Many other studios may have been tempted to scale up both logos and have these do a similar thing, Hey’s approach to their work, their use of form, colour and arrangement, often as single but compelling graphic gestures feel really well-suited to this project. More work by Hey on BP&O.
Design: Hey. Photography: Enric Badrinas. Opinion: Richard Baird.
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Article Prepared by Ollala Corp