Concept

For the 2026 “IMBOLC” edition of The House of Tarot Detroit, Pendulee returned for a second consecutive year to lead the exhibition’s environmental graphic design and spatial identity. Moving the installation from its 2025 debut to the raw, industrial footprint of the Boyer Campbell Building required a strategic approach to activating the space for a new narrative: the Minor Arcana.

Centering on the themes of Brigid—the queer Celtic goddess of fire and wisdom—our work focused on turning a sprawling warehouse into a cohesive, sensory-led journey.

Process

As the returning design lead, our role was to provide a visual anchor. 13 new Detroit-based artists joined the exhibition this year. Therefore, our environmental graphic design strategy focused on:

• Year-Two Brand Evolution: We maintained the “House of Tarot” visual language while evolving the design. IMBOLC needed to feel more intimate and ritualistic. The House of Tarot Detroit grows in professionalism and scale each year, and the design had to reflect that.
• Atmospheric Wayfinding: We used graphics to activate the industrial architecture, guiding visitors through distinct zones. From wall-to-wall paintings to floral and fiber installations, our wayfinding ensured the flow felt like a guided, intentional journey.
• Narrative Labeling Systems: We developed a custom graphic system for the Minor Arcana that provided essential context without breaking the immersion. These labels acted as the connective tissue, unifying diverse artistic mediums under a single, polished identity.