MUSÉE DES BEAUX-ARTS DE MONTRÉAL Design & Branding THE FASHION WORLD OF JEAN PAUL GAULTIER. FROM THE SIDEWALK TO THE CATWALK. - BOO by Paprika

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THE FASHION WORLD OF JEAN PAUL GAULTIER. FROM THE SIDEWALK TO THE CATWALK. - BOO

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Industry Museums & Libraries, Shows, Events & Festivals
Media Design & Branding
Market Canada
Agency Paprika
Creative Director Louis Gagnon
Art Director René Clément
Released June 2011

Credits & Description

Category: Books
Advertiser: MUSÉE DES BEAUX ARTS DE MONTRÉAL
Product/Service: MUSEUM EXHIBITION
Agency: PAPRIKA
Creative Director: Louis Gagnon (Paprika)
Art Director: René Clément (Paprika)
Media placement: Book Cover - Published In Canada, USA, And Europe - June 1st 2011

Describe the brief from the client
The Montreal Museum of Fine Arts was organising The Fashion World of Jean Paul Gaultier: From the Sidewalk to the Catwalk, the first retrospective exhibition to be devoted to the famous French fashion designer. Paprika was asked to design the monograph that would accompany the exhibition.

Describe the challenges and key objectives
Given the lack of an existing publication providing a retrospective look at Jean Paul Gaultier’s exceptional career, the aim was not to publish a conventional exhibition catalogue, but a true reference book on the work of the couturier, a tribute to his 35 years of fashion design.
The publication’s graphic design had to be extraordinarily innovative, while at the same time respectful towards the couturier’s great body of work. Jean-Paul Gaultier himself expressed the desire for a volume that would be neither contrived nor flashy, a book that would simply and effectively reflect the genuineness of his talent.

Describe how you arrived at the final design
To stay true to the spirit of the designer’s work, as well as the retrospective aim of the exhibition, we chose a large format (36 × 39 cm, 424 pages). The size of the book, combined with the highest quality reproduction, enabled us to include many interviews and previously unpublished photographs and illustrations that provided a historical perspective of Gaultier’s influence on the fashion world. In a nod to the iconic French sailor sweater now associated with Gaultier, the book’s front and back covers were designed to produce an optical effect that, when the book is removed from its navy- and white-striped slipcase, reveals different, and highly striking, images of the designer and his work.

Give some indication of how successful the outcome was in the market
The catalogue has been published in English and French and distributed worldwide. Now in preparation, the Spanish and Dutch editions will supplement its current print run of 30,000 copies. The publication will reach a wide readership as the exhibition is being presented in a number of major cities (Dallas, San Francisco, Madrid, Rotterdam, New York and Stockholm). It has benefited from enormous international press coverage, including reviews in the New York Times, New Yorker, International Herald Tribune and many other newspapers and magazines around the world. It has also received several awards, including the University of Fashion in Lyon’s 2012 Fashion Book Grand Prize, the Association of Québec Museums’ 2011 Publication Prize, and a Grand Prize in Québec’s 2012 Grafika Competition.