What was the thinking behind the choice of typeface and the extensive use of Uppercase?
What was needed was a clear and undiluted message to divert the attention of the visitor, from the very difficult architecture to the wayfinding system. Still, we couldn’t make all the architectural elements vanish… Neither ourselves or KuehnMalvezzi can work magic, but we needed to grab everyone’s attention the second a visitor stepped in to the foyer. That’s why we chose the huge bright red letters. Univers Condensed is a typeface that is very well crafted without taking up too much space, plus it adds a bit of a drama, and a newspaperish twist, which I like a lot in this context.
The interior of the museum is very restrained and minimal, what was the architect’s response to your bold typographic intervention?
The whole project was developed together with the architects. It is a closed system, and every element, from the large letters in the foyer down to the labels in the Fashion section and small lettering on the walls, was carefully balanced and discussed between the two parties involved.