During Art Basel Paris 2025, Miu Miu presented 30 Blizzards, a major work conceived by artist Helen Marten. Expanding her multidisciplinary practice into performance for the first time, Marten created a choreographed environment where body and material act as grammar, in close collaboration with theatre and opera director Fabio Cherstich, with sound and music by Beatrice Dillon and animation by Adam Sinclair.
2x4 worked with our longtime partners at Miu Miu and Helen Marten to develop the visual identity that would translate into the publications, advertising, and environmental design for the piece. A central focus was capturing the narrative, performance-driven nature of the work — crafting a classical serif logo with a subtle, unexpected twist, and designing an accompanying guide that honors the principal role that language plays in Marten’s work. Featuring all of the artist’s signature diagrams and writing, the guide translated Marten’s poetic syntax into an engaging companion for all audiences, with chapters that correspond to the five sculptural platforms and video monologues staged throughout the Palais d’Iéna.
