Time Art Gallery
Greubel Forsey was opening the Time Art Gallery GF in Shanghai, a space devoted to its watches and to the art of watchmaking. The gallery needed a visual name and a space in its image, for Chinese and international audiences alike.
The logotype, in fine capitals with the GF monogram, keeps the restraint of the parent brand. One detail signs it: the first L of GALLERY tilts and becomes a watch hand, showing 2:50 instead of the traditional 10:10 ;-) A usage guide sets its proportions, clear space and colours.
For the interior design, I provided art direction alongside the architect in charge of the conversion.
The logotype: the first L, tilted, shows 2:50 instead of the traditional 10:10. And GF in superscript ties it to the Greubel Forsey brand.
Created at Animal Farm †, Amsterdam: concept and art direction