Finding a visual metaphor for the wealth of differing perspectives in the kaleidoscope, we used it as a core to build the design upon. With three main information layers as a basis, a generative system was defined to create a series of 216 unique posters. They functioned as primary touchpoints with the public.

A bespoke version of our typeface ‘Solid’ acts as the main information carrier. All typography converges around a focal point. Rounded dots and simplified letters were specifically refined for concentric usage. The resulting compositions open up for a broad spectrum of interpretations.

Each poster not only exhibits a unique composition, but also provides an exclusive experience every time it is viewed. This is made possible by the use of pigments that display different colors depending on the light situation and viewing angle. As a result, the number of potential views of each poster is raised into the innumerable. In this way, the notion of endless ways of expressing and looking at something is materialized. For applications in RGB and CMYK color spaces, we derived ten pastel colors from the effect pigments’ most extreme tones.

The idea of changing perspectives is translated into motion with a hypnotic animation that blends the posters’ different compositions. It was adapted for social media channels, cinema screens and digital posters. In addition, we realized a 45-second endless loop for a screen at the exhibition.

By revealing the basic anatomy of the key visuals, the exhibition publication takes the visual identity even one step further. Separating the text layers used throughout the identity, it displays yet another set of mediating lenses.

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