THE MUSEUM IS GROWING by Paprika for Mmfa - Montreal Museum Of Fine Arts

THE MUSEUM IS GROWING

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Industry Museums & Libraries
Media Design & Branding
Market Canada
Agency Paprika
Designer François-Xavier Saint-Georges
Released October 2009

Credits & Description

Category: Environmental Design: Semi-Permanent
Advertiser: THE MONTREAL MUSEUM OF FINE ARTS
Product/Service: THE MONTREAL MUSEUM OF FINE ARTS
Agency: PAPRIKA
Date of First Appearance: Oct 30 2009 12:00AM
Entrant Company: PAPRIKA, Montréal, CANADA
Creative director: Louis Gagnon (Paprika)
Art director / designer: René Clément (Paprika)
Designer: François-Xavier Saint-Georges (Paprika)
Account director: Jean Doyon (Paprika)
Media placement: temporary exhibition - inside and outside museum - Juillet 2009

Describe the challenges and key objectives
We had to turn the construction element into something attractive and creative. Also, we had to combine two very different elements (construction and museum) into one design production.

Describe the brief from the client
The client asked us to produce a temporary signage for the Montreal Museum of Fine Arts to hide construction areas inside and out.

Describe how you arrived at the final design
We developed three different ideas, and finally mixed them together. The first idea was to use the yellow colour– one of the Museum’s corporate colours – as a thematic link. The second idea was to use barricade tape – a fixture in the building industry – to explore the institution’s permanent collection in relation to the ongoing construction. Also, we wanted to use the sounds and noises connected to this world.

Give some indication of how successful the outcome was in the market
The project was well appreciated by the Museum clients, who would stop to contemplate the barricade tape, as if it was a real part of the Museum. The outdoor 'pieces of art' were so popular that people would ask for posters and derivative products, and one night, they got stolen.