Dan Friedman: Radical Modernist
Celebrating a design icon for the farewell exhibit at AIGA’s national headquarters.
Challenge
The American Institute of Graphic Arts (AIGA) devoted the final exhibit in their 5th Ave. gallery to a retrospective of designer, artist, educator, and writer Dan Friedman (1945-1995). Led by AIGA Medalist and Dan’s friend, Chris Pullman, the retrospective both celebrated Friedman’s eccentric and inspiring journey and his articulated “Radical Modernism” manifesto for a new generation of designers.
The curator knew the objective - to place the viewer in the world of Dan Friedman – but needed help with the mechanics.
Approach
This project enabled LVCK’s Chris King to apply environmental graphics expertise and previous museum experience in this setting, Chris and the team developed a scale model of the gallery space to allow for quick changes as required when learning which pieces were available. We leveraged supplier relationships to produce custom wall treatments and raised spaces for display. Chris also developed materials to promote the exhibit.