BWA Wroclaw
A key visual proposal for a contemporary art institution in Poland.
Project brief
A public organisation, managing several contemporary art galleries in Wroclaw, commissioned five independent creatives to propose a key visual for the new headquarters of their institution.
The new headquarters will be organised in a post-industrial building in the city. The programme involves several exhibition rooms, technical spaces, workshops and administrative zones.
Key visual is a guide for architects and interior designers, which will take it as an inspiration for their process.
Read more about the assignment here.
Approach
Research as a starting point
Understanding the current position of the organisation, it’s values and aspirations for the future became the strong foundation for the concept. Identity building techniques were used in the process.
Concept
The idea embraced the identity and aspirations of the organisation. The old building was designed in an industrial spirit, following the idea of a ‘building as a machine’. Taken over by art, it should become a ‘building as a living organism’. Watering the building was a metaphor used to express it being overgrown by art, nature and hosting the new user groups.
Outcomes
The final report consisted of a research section, identity and value mapping, two options for the colour palettes, concept and hand-drawn visuals of spaces. The aim of the visuals was to test the colours and materiality ideas in a sketchy, suggestive way, without making direct visual representations of a finalised design.
The proposal was especially appreciated by the jury for the proposed tone of voice.
