The Brand Identity

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The campaign for London Art Fair 2020 is about creating beauty from the mundane

London Art Fair is an annual medley of modern British, contemporary and international art that connects the best galleries from around the world with seasoned and aspiring collectors. The 2020 edition takes place between 22nd and 26th January at the Business Design Centre in Islington, London.

London-based Studio Thomas rebranded the fair in 2019 with a design system that allows for more varied types of content and the implementation of a yearly theme. They have returned to create the 2020 theme and resulting campaign with an idea that is about something beautiful and unexpected coming from something that seems mundane.

To bring the idea to life, the studio collaborated with paper artist Paul Jackson in a workshop format, experimenting with how a single sheet of paper could be transformed into something emotive. The resulting models, constructed from a selection of G . F Smith papers, capture the magic, wonder and intrigue of art with a simple fold, shift of perspective or simple curve. The forms were then taken into a studio and with photographer Amy Currell and director of photography Rory Langdon Down, they created both a still and moving portrait of each sculpture, that are used throughout the campaign material.

M.Giesser removes the...

The Designers: John Sampson...