The Future marks the first time that Gagosian and Jeffrey Deitch have commissioned an online exhibition for Art Basel, in an ambitious project to create an immersive and intuitive digital gallery experience. We were commissioned to concieve and design the website and social media campaign.
The exhibition explores artists’ visions of the future and speculations on what the coming years have in store. Our design takes the concept of the future as part of a continuum, using the repetition of 'The Future' as a graphic device to illustrate the artists’ common and divergent representations and alluding to a pseudo-dystopic loop. On rollover, the different artists and artworks are revealed and disappear again as the viewer moves through the continuum.
The structure of the site was developed to create an intuitive online viewing environment, eschewing a technologically convoluted approach to present a reimagining of the viewing room within this digital context. Navigation through vertical and horizontal axes, with opportunities to explore works in a range of contexts and scales, emphasises a sense of tangible space. Whilst the continuum view is organised alphabetically, the gallery view is arranged thematically to encourage different associations between works.
