Richard Serra: Verbs - An exhibition at the Art Institute of Chicago
For this project, I have branded an produced advertising rollout for a fictional exhibition of the New York based artist and sculptor Richard Serra at the Art Institute of Chicago.
Famous for his large scale metal sculptures, Richard Serra's work focuses on an immersive experience for the viewer. The curvelinear sheets of cast metal create maze-like structures for viewers to walk into and around. Serra's emphasis on manipulation of space and raw, unruly materials ties back to his history as a Process Artist.
List of verbs
Serra created a famous List of Verbs as a young artist, and this list has been absorbed as an iconic contribution into the tradition of modern art. The list contains different actions relating to how an artist can manipulate his or her materials ""to roll, to crease, to fold, etc." Serra intended for this list to serve as a brainstorming tool when he was uninspired in his artistic process. This list of verbs is the theme of the exhibition.
Lamp post banners
The Art Institute of Chicago uses banners on lamp posts throughout downtown to promote its exhibitions. This ensures that both cars and pedestrians are reached. This design uses the list of verbs, allowing it to run off the edges of the righthand banner. This gives the sense of an infinite continuation of possibilities.
Museum column banners
Like many museums, the Art Institute utilizes its classically influenced architecture to highlight current exhibition through banners that sit in between the columns. For this design, three panels of verbs expand on the theme of the lamp post advertisement.
Many Chicagoans ride the CTA 'L' light rail system on a daily basis. These advertisements appear in underground stations to appeal to Chicago commuters. The design features three panels, each with a photo of a Serra piece and a verb spelled out over it. Each verb corresponds with each photo in a relevant way.
In addition to trains and subway, the CTA maintains thousands of buses in their fleet. For this design, the verb "to wrap" cleverly ties into the nature of the ad as a bus wrap.
In typical Art Institute fashion, Richard Serra: Verbs will appear on a carrousel on the museum's home page highlighting the current exhibitions.
Members at the Art Institute are automatically subscribed to the museum's magazine which highlights current exhibitions and relevant news. For this issue, Richard Serra: Verbs takes center stage.