Martin Schoeller: Close Up Exhibit Design

Exhibit Design and logo for EMP Museum's Martin Schoeller: Close Up exhibit.

In November 2013, EMP Museum in Seattle opened an exhibit of German-born, New York-based photographer Martin Schoeller. Schoeller, who worked under Annie Leibovitz, is known for his editorial photography and, more recently, his large-format, close-up portraits of celebrities.

This notion of cropping and getting in close served as the primary metaphor that drove the design direction of both the exhibit logo and the environmental graphics and type. Visitors have different experiences with the type as they approach from a distance, seeing the full picture from across the room, then focusing on individual letterforms from arm's length. The photo citations were printed on wood to correspond with the frames, which had varying degrees of white-wash opacity that reveal the wood grain and warm coloring. Also included below are the marketing concepts I pitched that were taken and used as a basis for the museum's marketing campaign.

Exhibit run: November 2013 – February 2014
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