Pace Gallery

  • Artistic direction

  • Artistic direction

Announcing a new flagship

To announce the inauguration of Pace’s new flagship gallery in New York’s Chelsea, we designed an ambitious lenticular effect invitation for the opening celebration. The new building itself inspired the invitation design with its distinctive gridded facade architecture. The act of removing the invitation from its sleeve both activates its dual messaging, and hints to the activity to come inside the building, conceived of as an integrated and dynamic space for artists, collectors, curators, and gallery-goers. We collaborated closely with our printing partner to successfully achieve the technically challenging production of the invitation. The invitation was accompanied by a digital animation.

Photography by Thomas Loof