Estufa Label – Inhotim Design Studio
Partnership with MACh Arquitetos.
Brand identity and narrative thread for “Inhotim: At the Crossroads Of Glocal Change", Inhotim’s first international exhibit, connecting works of the art collection with audiovisual experiences inspired by the Institute’s gardens and environmental practices.
“Inhotim: At the Crossroads Of Glocal Change” is Inhotim’s first international exhibit, held in partnership with Banco Interamericano de Desenvolvimento (Inter-american Development Bank – BID). The exhibit expressed the Institute’s position on issues regarding climate change, and presented actions that can be taken to contribute to an atmosphere of positive change.
The identity’s goal was to highlight the environmental theme, as well as to introduce Inhotim to an international audience. The creative process made use of images that merge, always with an emphasis on the contrast between a nature-filled environment and curiosity-arousing art elements. The play with scale in the materials brings forth the dimension of Inhotim’s grandeur and multiplicity of interpretations.
The project included the development of a narrative thread on the gallery’s walls, in partnership with MACh Arquitetos, which was responsible for the expography. The thread was designed in constant dialog with Inhotim’s team, in a collaborative process. The challenge of the assembly was to create a space that highlighted the artworks’ and installations’ protagonism, while having the personality required to be the exhibit’s conducting thread.
The answer was an organic and natural structure, inspired by both cellular structures and Burle Marx’s drawings, which favors the transversality between the themes of the expographic project.
The exhibit also featured folders in portuguese and spanish, as well as an Inhotim promotional card.
As part of the featured experiences, a screen displayed images made by the Institute’s visitors in Brazil. For this, an action was carried out at the Park’s reception, inviting the public to make photo records using the hashtag #InhotimDC.
Expography: MACh Arquitetos
Lighting Design: Atiaîa Lighting Design
Graphic Design: Hardy Design
Creative Directors: Mariana Hardy and André Coelho
Executive Director: Cynthia Massote
Design: Fernando Dias
Project Manager: Ricardo Lopes
Graphic Production: Mirelle Bairral, Gabriela Silvia, and Ricardo Lopes
Photos: Inhotim Archive