2×4 2018-09-12T17:39:24+00:00 http://2x4.org/feed/all/ 2×4 Inc. info@2x4.org <![CDATA[Project Archive: Unbox Samsung: Samsung Galaxy Showcase]]> 2018-07-09T17:28:17+00:00 http://2x4.org/work/211/ 2×4

Designed for inclusion in our Galaxy Showcase Pavilion at the 2018 Olympic Winter Games, Unbox Samsung was a multi-part exhibition presenting Samsung’s legacy of technological and design innovation.

An installation dedicated to Samsung's design, one section broke out internal and external parts of the Galaxy S8+ into an elegant spiral, revealing the hidden beauty of its complex componentry; the next presented a torqued grid of devices past and present to reveal silhouettes like sculpture; and the last limned material finishes and design inspirations across a color spectrum. Integrated drawers beneath held raw materials, sketches, blueprints, interviews and other contextual information to round out the viewing experience.

Our craftsmanship display illustrated Samsung’s meticulous manufacturing processes in a dynamic installation linking human craft and technological innovation. Combining performative kinetic elements with real factory footage, Craftsmanship guided viewers through the milling, anodizing, glass forming, and finishing processes that form each Samsung mobile phone.

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<![CDATA[Project Archive: Arper: Together]]> 2018-07-09T17:09:18+00:00 http://2x4.org/work/210/ 2×4

Design values are what shape our everyday. For the Salone del Mobile Milano 2018, 2x4 worked with Arper to develop a communications strategy that explored the furniture company’s design values through the eyes of various creative practitioners. To do so, we reached out to and interviewed a cohort of influential writers, designers, curators, and artists, gathering their unique perspectives on Arper’s core themes: Balance, Color, Family, Light, Play, and Intuition. This series of interviews generated a corpus of work that was subsequently broadcasted across multiple platforms and outlets, from Arper’s Salone pavilion in Milan to showrooms to social media. By engaging with creatives from many different fields, our approach demonstrated how multivalent and impactful design is in the ways we understand and shape human experience.

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<![CDATA[Project Archive: Logopolis: Prada SoHo]]> 2018-07-09T16:56:17+00:00 http://2x4.org/work/209/ 2×4

Between the thing and the symbol for the thing falls the shadow: extrusions of two dimensional logos derived from Prada’s Fall/Winter 2018 collection form an uncanny, seemingly empty city of signs. In the spring of 2018, “Logopolis” joined our ongoing series of wallpaper installations at Prada's Broadway epicenter in New York.

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<![CDATA[Featured Project: The Diner]]> 2018-05-03T14:53:57+00:00 http://2x4.org/work/208/ 2×4

To celebrate its 25th anniversary, Surface Magazine teamed up with 2x4 and architect David Rockwell to create The Diner, a pop-up experience based on the American diner, designed to showcase American design on the global stage during Milan Design Week 2018. Located in Ventura Centrale, underneath the Milan Central Station, a cavernous concrete vault was transformed into fully functional restaurant and nightclub with four distinct spaces that limned the evolution of the diner across time and geography.

Our brand identity and media campaign for The Diner was based in the idea of the diner as the first “open source” brand — a distinctly American blend of experience design, technology, and service — and sought to recast the resilient American icon as a compelling site of optimistic and transgressive potential. This was expressed typographically through our custom-designed font “American Optimism,” by the quippy hyperbole of Diner menus, neon signs, and countless quintessential Hollywood film scenes in booths and counters. Illustration, animation and signage integrated seamlessly into the space to narrate the role of the diner in American culture and hospitality.

The Diner served as an intimate stage for dialogue by day and a pulsing cocktail lounge by night, attracting ample attendance and attention as this year’s “most Instagrammable moment” and, ultimately, earning the Salone del Mobile’s Best Engagement award for 2018.

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<![CDATA[Featured Project: Post Zang Tumb Tuuum. Art Life Politics – Italia 1918–1943: Fondazione Prada]]> 2018-04-11T20:21:56+00:00 http://2x4.org/work/207/ 2×4

2x4 joined Miuccia Prada and curator Germano Celant in creating “Post Zang Tumb Tuuum. Art Life Politics: Italia 1918-1943,” a 2018 exhibition held at Fondazione Prada. The institution’s largest exhibition to date — comprising over 600 works and over 800 supporting documents across five buildings — “Post Zang Tumb Tuuum” tracks developments in Italian art vis-à-vis the burgeoning Fascist movement.

Tasked with overall branding, advertising, exhibition design, and catalogue, 2x4 worked closely with Celant and Fondazione Prada's research team to craft an immersive contextual approach to the extensive historical artifacts and archival objects. The design embeds artworks within the show’s twenty-five-year timeline: art is displayed in the chronology of documentary photographs and supporting documents, reflecting dates of initial exhibition and reception rather than creation. The work is further contextualized through a series of full-scale reconstructions of historical exhibitions, recreated using period photographs, as well as an installation featuring a series of life-size projected images from Mussolini's 1932 Mostra della Rivoluzione Fascista [Exhibition of the Fascist Revolution]. Thematic focuses dedicated to contemporary politicians and thinkers give a sense for the era's intellectual ferment.

“Post Zang Tumb Tuuum” opened to widespread critical acclaim, and was favorably reviewed in both Italian and international outlets, including Il Manifesto, Wallpaper*, Domus, Art Newspaper, and The New York Times.

All photos courtesy of Fondazione Prada, Delfino Sisto Legnani, and Marco Cappelletti unless otherwise noted.

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<![CDATA[Featured Project: Samsung Galaxy Showcase]]> 2018-03-16T20:18:52+00:00 http://2x4.org/work/205/ 2×4

Entrance

2x4 partnered with Cheil, Samsung’s agency, to create the Samsung Galaxy showcase, a 3,000m2 temporary brand pavilion at the 2018 Olympic Winter Games in South Korea. Positioned as a pioneer’s playground, the space was designed to engage visitors in a creative, exploratory relationship with mobile technology as well as undergird Samsung’s newest product development in a legacy of relentless pursuit of innovation. As lead design team, our work spanned strategy, architecture, environmental design, exhibition, and interactive components rooted in the core concept of Smart Play. The pavilion was developed as a prototype to cultivate a forward-thinking, comprehensive brand experience for Samsung Mobile worldwide.

The showcase articulates the company's legacy through hands-on product displays, public programming and amenities as well as new screen-based experiences in VR, camera and social media. Unbox Samsung is an illuminated living archive that houses a physical display of Samsung’s 40-year history of mobile innovation, design and craftsmanship. Product displays, an open auditorium, and a café provide a central hub to connect and explore the Galaxy 8 products and contemporary programming around emergent creative culture. A field of glowing architectural follies house interactive experiences, from virtual-reality winter sport simulations to 4D camera activities, to encourage visitors to explore and imagine the future of mobile technology.

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<![CDATA[Project Archive: Calvin Klein Packaging]]> 2018-02-01T14:59:21+00:00 http://2x4.org/work/204/ 2×4

Packaging system

The arrival of Raf Simons at Calvin Klein marks a new era for the iconic American brand. To herald this change, 2x4 was asked to design a packaging suite for the designer's debut ready-to-wear collection.

Our design evokes the unique, hybrid identity of Raf Simons's Calvin Klein. Reduced yet lush. Iconic yet personal and idiosyncratic. The exterior faces of the packaging takes on a gnomic quality, yielding in turn to rich interior color — accented by custom, tonal tissue paper burnished with eclectic campaign photography. Bound together with an elastic band, the packaging fuses the industrial with the expressive, the elevated with the everyday.

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<![CDATA[Project Archive: Social Mobility — Envisioning Bodies in Motion: Hyundai Motorstudio Beijing]]> 2018-01-29T21:45:35+00:00 http://2x4.org/work/203/ 2×4

Exhibition entrance

For the launch of Hyundai's Beijing Motorstudio, 2x4 organized and designed the inaugural exhibition, "Social Mobility: Envisioning Bodies in Motion." Comprising thirty-three works at the intersection of art, design, and imagination, the exhibition explores new conceptions of mobility and the visualization of movement beyond conventional modes of representation. Spanning global, regional, urban, and individual scales, it leaves visitors inspired, with a heightened consciousness of the problems and possibilities of how we move. A 132-page catalog with an essay by Michael Rock accompanies the exhibition.

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<![CDATA[Project Archive: Hyundai Motorstudio Goyang]]> 2018-01-02T15:56:43+00:00 http://2x4.org/work/202/ 2×4

Extruded building ID

In 2017, Hyundai opened a new Motorstudio in Goyang, South Korea. Combining sales, branding, and exhibition spaces, the massive, DMAA-designed structure encloses over 63,000m² of floor space. 2x4 was approached to craft an environmental graphics system that could make the building easily navigable for visitors. Our design system, comprised of wayfinding, environmental signage, and supergraphics, uses a modular approach, adopting different styles for different sections of the building's program. The result is a synthetic visual identity that clarifies visitor paths while responding to the varied spaces of the complex.

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