A contemporary art gallery must surprise without losing visitors. For Forme Nouvelle, we imagined a site where text becomes architecture and the works turn like an installation.
The imagined brief
Forme Nouvelle is a gallery showing contemporary artists working across sculpture, photography and digital image. It speaks to collectors, curious visitors and the press. The site had to reflect the experimental side of its programme and make people want to see the works in person.
The idea
The sentence "Somewhere between structure and disorder new forms quietly start to emerge" fills the screen in light grey capitals, word by word, like an exhibition wall text. In the foreground, a cylinder of artwork images slowly turns in three dimensions, literally passing through the sentence.
Art direction
An anthracite background, pearl grey text and a touch of cool lavender for accents. A single typeface, PP Neue Montreal, very large and very tight, so the text becomes a graphic form in its own right. The works bring the colour and the strangeness.
Motion
The 3D carousel turns as you scroll and reacts to the mouse, the headline words part to let the images through, then the page closes on "New forms begin here". The site works like a small digital installation.
The journey
An immersive opening page presenting the gallery's spirit and its selection of works, ending on an invitation to discover the exhibitions. The journey is deliberately short so the visual experience can dominate.
What this concept brings to a real brand
For a gallery, museum, festival or creative brand, this concept shows how strong interaction can create a memory. Used with care, a 3D experience makes people want to share the site and visit the place in person.
Concept: the brand and its brief were imagined by KOYOTEC to explore a creative direction. This is not a client project.