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Art world, meet La Force de l’Art

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

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.

Thierry Brunfaut, Creative Director & Partner

Posters only!

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

Thierry Brunfaut, Creative Director & Partner

Recasting the message:

We played with iconic 3-word messages from French popular culture – "Bleu, blanc, rouge", "Liberté, Égalité, Fraternité", "Metro, Boulot, Dodo" – to advertise the event.

Thierry Brunfaut, Creative Director & Partner

Repetition, multiplications, superposition.

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

Dimitri Jeurissen, Partner

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

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

Thierry Brunfaut, Creative Director & Partner