Opinion by Richard Baird Posted 18 October 2016
Gold—Smidt Assembly is a Copenhagen-based pop-up art gallery that exhibits contemporary fine art across the globe, and offers a consultation service, collaborating with professional artists to curate sculptural pieces for commercial, public and residential spaces. Danish design studio Re-public worked with the gallery to develop a visual identity that would link a variety of assets that included signage, print communication and website, and accommodate and support changing artistic themes.
The concept and universality of selecting and composing art, drawing from and “bolstering the narrative of the gallery”, gains distinction from the variety of ways it is expressed in print and across physical and digital environments.
The process of layering becomes a key asset and an expression that links consultation and curatorial roles the gallery serves. Highlights include the layering of signage; mixing illumination and reflection with print and making the most of the pop-up nature of the gallery, as well as the composition of uncoated paper and glossy print finish, and the proportion and size of collated pages that appear like swatch booklets.
Online, physical layers make way for those that are digital. This comes through successfully in the use of motion, colour contrast, overlays, and in the juxtaposition of blocks of solid colour and the visual texture of image; details which change within the context of different exhibitions. Type is more restrained in its expression, inline with contemporary art galleries, and functions well to anchor the diversity and occasionally free-floating nature of image in its consistent forms, typesetting and colour.