Contemporary art galleries can sometimes be intimidating. I think there is a missed opportunity in Chelsea with room for a big unified branding system that could be beneficial for the galleries, the neighborhood, and ultimately the city. So for this project I decided to brand Chelsea’s gallery district in New York as one Big gallery, one entity.
Working with the space around me is the key to create awareness and a charismatic unique museum experience in a city already full of art institutions. Creating spaces that go beyond the galleries into the sidewalks and streets could transform the neighborhood into a real playground for visitors in a city where one often feels the harshness of the concrete.