Concept

For the Tracked & Traced exhibition at the MSU Museum, Pendulee provided the environmental graphic design and spatial strategy for a complex global narrative. In addition, we tackled the design challenge of transforming a traditional gallery space into an immersive environment. We wanted visitors to feel the tension of being watched under surveillance capitalism.

Therefore, our role focused on the visual transformation of the space. We unified around 20 international artworks into a cohesive, aesthetically pleasing journey through high-level graphic systems and thematic wayfinding. The power of graphic design!

Process

For example, to enhance the curatorial themes of the exhibition, we developed a custom visual language that acted as the connective tissue between the artworks. Our environmental graphic design contributions included:

• Circuit Board Narrative Mapping: We conceptualized and designed a custom “trace” system. These graphics branched out from core themes to specific exhibits, physically mapping the overarching narrative across the gallery walls.
• Lenticular Eye Design: To reinforce the feeling of constant monitoring, we designed custom lenticular “eyeballs” placed strategically throughout the space. These moved with the visitor, ensuring a constant, “freaky” sense of being observed.
• Exhibit Identity & Labels: We designed a full suite of typographic elements and exhibit labels that integrated seamlessly with the high-tech, surveillance-inspired aesthetic of the exhibition.

Not only did we put the exhibition focus on the graphic identity and spatial flow, we turned a series of separate artworks into a singular, haunting experience that is a hallmark of modern environmental graphic design.