FUNDAMENTAL REQUIREMENTS OF SHELTER
To support the launch of the brand; we simultaneously released the brand with the launch of our first installation as merge entitled welcome defense; which was exhibited at the Re/View Alumni Art Exhibition.
Since we are all about asking questions and challenging convictions - our installation explored the fundamental requirements of shelter. A simple basic human necessity, we all need shelter from the elements...We explored the visual evolution of shelter and how we define it.
IDEATION OF FORM
Inspired by the vast amounts of definitions of shelter, we began ideating on abstracting the fundamentals of what walls and ceilings meant. We wanted to create tension between this idea of being menacing and warding off individuals as well as dynamic and modern.
MICRO SITE, TAKEAWAYS AND VINYL
To drive more activity and foot traffic to our website we designed, takeaways were placed near the sculpture. Made of drywall they exuded the essence of the sculpture, hand drawn each unique.
We wanted to also increase the story telling opportunity and help place the sculpture in context, so we places a vinyl application on the floor near the sculpture. The URL of the merge website was also added to increase traffic.