Graphic design studio London
Venice Architecture Biennale
2010
The commission of the British Pavilion at the Venice Architecture Biennale included the design of an accompanying publication. To reflect the process driven approach we decided to publish two volumes of a Journal, rather than one single catalogue. Volume #1, published for the opening, introduces the thoughts behind the contributions of the collaborators in the project. Volume #2, published on the last day of the Biennale – a day of free entry to the Biennale for Venetian citizens – focuses on activities that happened in and around the British Pavilion during the three months of the exhibition. Its main theme is the Venice Lagoon, represented in the Pavilion by the recreation of a fragment of Saltmarsh, which has been the subject of many discussions and forums held in the Pavilion.
The design of the publication refers to a scientific periodical, emphasising the academic origin of some of the articles. A colour section in the centre, as well as folded jacket show the relation between the British Pavilion and Venice. It was printed in the Veneto region onto recycled paper made from algae from the Venetian lagoon, kindly provided by Favini.
Volume #1: Softcover, English, Italian, 40pp
Volume #2: Softcover, Italian, English, 64pp
objectif is a collaborative design practice based in London, founded by Axel Feldmann and Luisa Hay in 2004. Marco Ugolini joined in 2014. We work at the conjunction of editorial design and its transposition into the architectural realm, specialising in the fields of exhibition design, visitor experience and narrative environments as well as classic book design. Our clients are from a variety of disciplines, with a focus on cultural organisations, education, architecture and fine art.
We develop graphic and environmental design concepts that are the result of a critical assessment of the content, with the aim of emancipating small-scale businesses, artistic practices and the wider public in the light of an increasingly instrumentalised and commodified cultural and public realm. We have a particular interest in participatory design practices, and have been experimenting with various forms of co-design approaches.
Axel has given numerous guest lectures and design workshops both in the UK and in his native Germany. Marco is a senior lecturer at the BA Graphic Design programme at University of the West of England in Bristol, as well as a member of ISTD.
objectif is part of the Greater London Authority’s Design Framework, and a member of its Specialist Advice Team in relation to graphic design within the public realm.
Axel Feldmann
(BA Graphic Design, Germany;
MA Philosophy and Contemporary Critical Theory, London)
Luisa Hay
(MA Translation Studies, London)
Marco Ugolini
(BA Visual Communication, Italy;
MA Design, Amsterdam)
Transport for London
Hatje Cantz
Sternberg Press
Bethlem Gallery
London Borough of Harrow
National Maritime Museum
Goldsmiths College
Bromley by Bow Centre
Níall Mc Laughlin Architects
Delfina Foundation
Royal National Orthopaedic Hospital
National Maritime Museum
The Design Museum
Science Museum London
United States / Middle East Project
Wellcome Collection
Villa Romana, Florence
TU Delft
muf architecture/art
London Borough of Camden
National Trust
Wellcome Collection
British Council, Literature
London Borough of Barnet
Verlag Silke Schreiber
Architecture Foundation
Bartlett School of Architecture
Institut für Auslandsbeziehungen IfA
Phaidon Press
Croydon Council
London Borough of Bromley
London Borough of Lewisham
London Borough of Waltham Forest
Greater London Authority
V&A Museum
London Borough of Havering
London Borough of Enfield
Hampton Court Palace
London Borough of Redbridge
Design for London
Technische Universität Berlin
British Council, Architecture Design Fashion
London Borough of Tower Hamlets
London Development Agency
The Women’s Library
London Metropolitan University
Swale Borough Council
Virgin Classics
J & L Gibbons
Verlag für moderne Kunst Nürnberg
London Borough of Hackney
Tower of London
West Ham and Plaistow NDC
Neue Gesellschaft für Bildende Kunst
Tate Britain
Ebury Press
Badischer Kunstverein
Heidelberger Kunstverein
Stadt Karlsruhe
Apollonia – échanges artistiques européens
Adam Khan Architecture, London
AOC, Architecture, London
CarverHaggard, Architecture, London
muf architecture/art, London
Veronika De Haas, Büro Otto Sauhaus, Berlin
Oliver Klimpel, Büro International, London and Berlin
Wolfram Wiedner, London
We Made That, Architecture, London
Web development: Queo.pt
Typeface: Merkury, by Radim Peško