Description:

In 2024, Auckland Art Gallery Toi o Tāmaki presented 'Your curious journey'—the first solo exhibition in Aotearoa by internationally acclaimed artist Olafur Eliasson. Renowned for creating sensory, perception-altering experiences rooted in natural phenomena, Eliasson’s work is as conceptually rigorous as it is emotionally resonant.

The brief wasn’t just to promote an exhibition—it was to craft a visual identity that felt like an extension of the experience itself. This required balancing nuance and clarity while navigating several key challenges.

Although celebrated globally, Eliasson was relatively unfamiliar to many in Aotearoa. His studio is meticulous in overseeing how his work is represented, with clear parameters around tone, language, and visual communication. Common descriptors like “immersive,” often used to frame large-scale experiences, were intentionally avoided. Sustainability was also central: the studio tracks all environmental impacts, and this ethos needed to be reflected through a low-impact, conscious design and production process.

The creative challenge was to develop an identity that sparked curiosity, encouraged reflection, and invited audiences into a new kind of encounter with contemporary art. It had to be distinctive, conceptual, and visually integrated within the Gallery’s brand—while still standing apart in a crowded cultural landscape.

The idea centred around flow and movement, echoing Eliasson’s invitation for audiences to move through and engage with his work in ways that heighten awareness of time, space, and perception. A geometric sans serif typeface with irregular, unexpected curves suggested quiet disruption and progress. The colour palette—shades of green and blue—evoked natural systems and referenced both Eliasson’s environmental themes and Aotearoa’s deep connection to the land.

Tone of voice was crucial: instead of explaining or directing, it fostered gentle inquiry and open interpretation. The identity aimed not to declare meaning, but to welcome people into their own journey through the work.

At the heart of the visual identity were typographic 'ribbons' that carried the exhibition title in a continuous loop. These travelled across gallery walls, columns, printed collateral, digital platforms, and even staff uniforms—creating visual rhythm and reinforcing the ideas of continuity and transformation.

The identity was applied across exhibition signage, wayfinding, merchandise, a digital campaign, and public-facing materials including a tamariki guide that introduced younger audiences to themes of perception and exploration.

Every design and production decision was made in close collaboration with Studio Olafur Eliasson, ensuring alignment with the artist’s values and sustainability principles. The result was a visual identity with a strong conceptual presence: understated yet deeply intentional.

Your curious journey became one of Auckland Art Gallery’s most talked-about exhibitions of 2024. The identity was widely shared online, featured in visitor feedback, and praised for making the show feel “alive,” “unexpected,” and “thoughtfully welcoming.”

This project demonstrates the power of quiet, concept-led design to create meaningful connections between art, audiences, and place—while upholding principles of sustainability, respect, and curiosity.