Curated by Jonathan Anderson, On Foot at Offer Waterman gallery unfolds like a walk through London, capturing the unlikely juxtapositions that emerge through a short walk across the city.
Within the galleries, Anderson’s fashion designs are brought into dialogue with works by contemporary British artists, from Lucien Freud to Lynette Yiadom-Boakye and Magdalene Odundo.
London, UK, 2023
Publication, Exhibition, Campaign
‘I wanted the exhibition to feel like a series of snapshots as you walk through the city, so the corridors become streets and the rooms become these different kinds of spaces or experiences you encounter every day.’
Jonathan Anderson
Case Study Section
We developed On Foot’s visual identity, used across the exhibition graphics, campaign, and accompanying publication. The identity’s bespoke elongated, organic lettering is inspired by disparate sculptural works in the exhibition, including Barbara Hepworth’s Elegy (1945) and dresses from JW Anderson’s autumn-winter 2020 collection.
The tapered strokes take cues from sign-written letterforms found on historical shop signs, newspaper kiosks and archival fashion publications and campaigns. The gridded image layout used across the campaign takes reference from the metal framework of Studio Boum’s exhibition design, echoing the panelled walls of Offer Waterman’s gallery spaces.
Barbara Hepworth, Elegy, 1945
The publication’s cover layers disparate materials and images together, capturing the density and complexity of the city. Cut out images and lettering are screen-printed onto an acetate jacket, with a paper insert image underneath, laid onto a softback cloth cover.
The cloth functions as coloured tip-ins between the book’s sections, matching the hand-dyed linen fabric which lines the walls of the exhibition. The image layout combines plates and installation photography by Thomas Adank to create an unexpected visual essay that mimics the exhibition hang.
Exhibition Design: Studio Boum
Photography: Thomas Adank, Ed Park
‘This collaboration between JW Anderson and Offer Waterman provides a captivating exploration of London’s diverse culture and artistry. It’s a journey that blurs the lines between fashion, contemporary art and the bustling city itself.’
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