Curated by Jonathan Anderson, On Foot at Offer Waterman 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.
We developed the project’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 interior spaces.
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.
Project photography by Thomas Adank and Ed Park.
