best in show – andy warhol at the ferens
the invitation for ‘andy warhol artists rooms’ at the ferens gallery is the latest design we’ve developed in collaboration with the future ferens. tasked with curating and marketing with an eye to bringing more of their own age group (18-25) into the gallery, working with the future ferens is always an enjoyable experience, not least because everything is potentially up for question and debate.
with this exhibition and the previous artist rooms on tour we worked on – fransesca woodman – the group built a case for the tate as to why we felt we should be allowed to move beyond the layouts suggested in the branding guidelines and create something we believe will be uniquely well received by the target audience. this really is putting your design convictions to the test – demonstrating understanding of your audience’s taste and socio-behavioural patterns and how you intend to reach out to them through graphic design in native environments.
warhol’s silkscreened ‘cow‘ from 1976 was selected by the group to be the main image used across a wide range of marketing material, chosen above more obvious images such as warhol’s prints of marilyn monroe and campbells soup packaging. we felt the cow had a potential ‘stick it on your wall’ appeal and designed the invites in particular to be an enjoyable image unadulterated by the addition of exhibition details.
opening the invite reveals a ticket-sized reproduction of a late warhol work based on mid-C20th hamburger advertising – a reference the meat-eaters and vegetarians in the group alike all thought amusingly thought-provoking. removing the ticket (the reverse has the invitation to the opening night printed on it) reveals a ‘best in show’ rosette drawn in a warhol style, signed by ‘future ferens’. a reference to agricultural shows (the city of hull is approached by land through an agricultural landscape) and a joke on the subjective approach we often take when viewing art.
andy warhol artist rooms is at the ferens gallery in hull from 2 june 2012 to 13 january 2013.
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