Soft Opening is a gallery space open 24/7 inside the listed underground mall of Piccadilly Circus Station in the heart of London.
Working closely with the directors from the conception of the project, we assisted with the naming and conceptualising of this unique art space. Given that the underground gallery is never publicly open, our design emphasised the display-case feel of the space through a humorous approach to typography, exhibition graphics, posters and vinyls, referencing locksmith stickers, London wheatpasted flyers, and the marble textures of the station walls.
Soft Opening, 2018
Art direction & graphic design by Loose Joints
Signage, exhibition graphics
Branding & typography
Posters, invites, stickers
Identity, Exhibition Design
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