Marcel Broodthaers: A Retrospective
Art direction, exhibition design
Client: The Museum of Modern Art
2016
Originally a poet, the provocative Belgian artist Marcel Broodthaers often explored the nature of objects and their potential to have multiple meanings. The exhibition’s title wall is a projection that uses typography found throughout his œuvre and references his filmic pursuits. The advertising campaign layers iconic artworks above the messaging, challenging the expected clarity of advertisements, while exploiting the object-centric qualities of these works.
Organized by Christophe Cherix with Francesca Wilmott; Creative Direction: H.Y. Ingrid Chou; Art Direction and Design: Damien Saatdjian; Production: Claire Corey, Tom Black; Typefaces: Akzidenz Grotesk, Minion Pro