Art World, Meet La Force de l’Art

In 2006, the French Ministry of Culture launched it’s own triennial: La Force de l’Art. Showcasing the state of French contemporary art, La Force de l’Art brought 200 of the nation’s brightest artists together to the Grand Palais. We collaborated with the Ministry of Culture to design an identity and communications system versatile enough to celebrate the many different artists, and strong enough to introduce a new art fair to world. The event welcomed 130,000 visitors in 41 days, establishing La Force as one of the major global contemporary art shows.

Client

le Ministère de la Culture , Paris, France

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Services

Branding

le Ministère de la Culture

The Grand Palais hosted La Force de l’Art while under renovation. We embraced the language of construction and the short timespan of the event to welcome visitors with stencil lettering and ‘cut and paste’ messaging.

Creative Director, Partner
le Ministère de la Culture
le Ministère de la Culture

Posters only!

Everything, from outside to inside signage, arrows to information boards, were executed using a set of modular posters.

Creative Director, Partner
le Ministère de la Culture
le Ministère de la Culture
le Ministère de la Culture

Recasting the message:

We twisted iconic 3–line messages from popular French culture—‘Bleu, blanc, rouge’, ‘Liberté, Égalité, Fraternité, ‘Metro, Boulot, Dodo’—to advertise the event.

Creative Director, Partner
le Ministère de la Culture

Repetitions, multiplications, superpositions.

With two flat colors, the system allowed all kind of dynamic combinations.

le Ministère de la Culture
le Ministère de la Culture
le Ministère de la Culture

No regular, bold or italic here. We created a typeface in 4 ‘dripping’ weights.

le Ministère de la Culture
le Ministère de la Culture
le Ministère de la Culture
le Ministère de la Culture

Our messages covered Paris, from the streets to the underground!

Creative Director, Partner
le Ministère de la Culture