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Miami Art Portal: 2x4's dynamic identity for PAMM (article)
Posted by Gala
December 5, 2013
via 2x4

The Pérez Art Museum (PAMM), officially opened this week, coinciding with the 12th edition of Art Basel Miami Beach. In developing PAMM's brand identity, we worked closely with the museum's leadership to bridge the gap between the vibrancy of Miami's urban culture and the often exclusive gallery experience, positioning PAMM as Miami's premiere destination into the world of contemporary and modern art.


Conceiving of the Museum as a Portal through which art and ideas flow into the city and out to the world, the visual identity incorporates the principle of the Portal as a graphic device that frames the Museum's content across all media and uses. The PAMM letters expand out to fit the edges of the page, color field or image where the logo is placed on.

Pamm Stationery 540
Stationery System

PAMM brochures
Brochure system

The portal idea was further interpreted throughout the digital platform we developed for the museum, from their website, iPads that replaced exhibition labels to a thirty-foot long digital admissions desk display.

Pamm Digital Website
PAMM Website

Pamm Digital Mobile

Perez Art Museum Miami By Herzog De Meuron Ss8
Photo by Iwan Baan

Pamm Digital Wall
Admissions Desk Digital Wall

Designed by Herzog & de Meuron, the new 200,000 sq ft. complex features large shaded verandas, hanging gardens, large galleries overlooking the bay, an education complex and a waterfront restaurant, creating a new vernacular architecture of polished concrete and teak for Miami. Through the application of unusual materials such as felt and sandblasted concrete, our environmental design plays off these elements and is seamlessly integrated into the materiality of the building.

Perez Art Museum Miami By Herzog De Meuron Ss5
Photo by Iwan Baan

Perez Art Museum Miami By Herzog De Meuron Ss4
Photo by Iwan Baan

More than a museum, PAMM is a social space that stimulates dialogue, promotes art education, provides access to information while also fostering a strong sense of community. The museum is projected to become a gateway into new and compelling worlds where people gather to connect, engage, and interact with their neighbors while being exposed to the best art has to offer.

PAMM advertising campaign
Campaign Print Advertisements

Pamm Openforcampaign02 540
Bilingual Campaign Billboards and Wallscapes

This strategy is also reflected in the museum's programming and permanent collections, which explore the convergence of cultures that have made Miami the cross-cultural center it is. Inaugural exhibitions include the first large-scale retrospective of Chinese artist Ai Wei Wei, as well as site specific commissions by international artists Hew Locke, Monika Sosnowaska, Yael Bartana, and Bouchra Khalili.

PAMM installation
Courtesy of Perez Miami Art Museum/Daniel Azoulay

Perez Art Museum Miami By Herzog De Meuron Ss6
Photo by Iwan Baan

Perez Art Museum Miami By Herzog De Meuron Ss9
Photo by Iwan Baan