Dressing The Screen (Exhibition Identity) by Roma Lazarev
2014 - 2015, Platinum A' Graphics and Visual Communication Design Award Winner
The main idea of the identity was to convey the dynamics and magic of film with static imagery. Using a well-known optical effect (known as "motograph" or "scanimation"), discovered in the early XIX century by a prominent english scientist Peter Mark Roger and heavily inspired with experimental photoworks by a great fashion photograph Erwin Blumenfeld, we created a special font and developed a system reflecting the nature of the exhibition.
Dressing the Screen: The Rise of Fashion Film is an international British Council exhibition. The exhibition will open in Moscow in 2014 and will then tour in Brazil, Thailand and Mexico. The bilngual identity reflects exhibition's high-fashion and moving image nature and reminds of the pioneering role that Great Britain played in the development of fashion film.
Design Challenges
The brief was to create a bilingual identity for the exhibition, reflecting it’s high-fashion and moving image nature. Fashion aesthetics is quite understandable, so there were no difficulties, but it was much more complicated with expressing the dynamics and magic of film with static imagery. We attempted more than once to make the logo and the posters feel as we wanted to, to achieve this shadowplay effect.
Production Technology
The basis of our concept is a well-known optical effect animating static images mostly known as "motograph" or "scanimation". Overlay with stripes is placed over specially processed image and slowly moved so the image comes to life. We created the font and imagery using this technology. It is used in outdoor advertisement, wayfinding and invitation design as well.
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