open eyes art festival 2022
Client: The Jan Matejko Academy of Fine Arts in Cracow, Poland
Concept, print design, exhibition branding: Joanna Tyborowska
3D rendering, augmented reality: Grzegorz Kwiek
3D rendering, animation: Adam Janiga
the event
Open Eyes Art Festival showcases artists side by side, giving them the opportunity for both confrontation and mutual inspiration and dialogue. A wide spectrum of individuals active in various fields and artistic means presented their work in a number of locations in Cracow. The main event, inaugurating the festival was the opening of three contemporary art exhibitions in one location – Niespokojne dusze (Restless souls), Dekada (Decade), and Open Art. While the festival was organised by several partners (one of which chose to used their own colourful branding line), this specific project was limited to events held by the Academy of Fine Arts in Cracow and kept a strict black and white disciple.
This year's festival motto is : masters – usurpers – runaways.
the concept
The design concept revolves around the traveling sphere, a metaphor for the artist's journey to discover their artistic language, individual creative path and artistic means. The sphere is both an eye, a mirror, a looking glass, an individual planet, a closed ecosystem, or a magnifying glass extracting from the background the key components. When in contact with the black and white outer world, it transforms and transports its elements, alters their form, distorts the norm. In so doing, it creates an inner universe, a personal alternative reality. The sphere is the embodiment of the action and reaction determining the art scene, it is the ever seeking artist, always restless.
print
The main branding elements manifested in print were: key festival posters, citylight posters, newspaper ads, advertising poles in numerous versions, as well as flags and outdoor elements dedicated to the main exhibition location. The main exhibition was also branded, with dedicated designs describing the art pieces (the artists' manifestos, signs), navigational elements (arrows, tape) and main exhibition information (wall text). A series of 12 posters in offset print were also created, presenting crucial festival exhibitions and events.
digital
Digital design was dedicated to social graphics, animations, web page graphics, exhibition invitations and screen graphics. An AR filter was also prepared.
the augmented reality instagram filter
An important part of the festival materials was a dedicated instagram filter using 3D wondering spheres. The idea was to grant the branding elements a dynamic role, not limiting them only to the print and social media context. The concept assumed that this filter could be used by participants while documenting the opening of art events and exhibitions, and while photographing particular art pieces.
poster series
A series of 12 posters was created in addition to the main festival poster, dedicated to exhibitions and events. Each poster strived to reflect the artist\artists showcasing their work, their individual style, chosen topic or medium used. All posters were black and white, with the exception of the color reflecting in the spheres and were produced as limited offset prints. The repetitive stripe of text on the lower part of the posters, differs between each piece. When posters are placed side by side, a consistent line is formed, joining the series. A version of the poster was also designed for digital screens.
the opening exhibition
The main festival opening was held on the 22nd of October at the Pałac Ogińskich i Potulickich in the center of Cracow. Key exhibition elements, such as artists' manifestos, artwork descriptions and simple wayfinding were designed. Due to technical difficulties with the placement of adhesive lettering onto the walls of the venue, the doors leading up to the artist's dedicated rooms were painted black or white, allowing for the implementation of text. This gave the interior a distinctive feel, the color black served as a consent among the diverse artistic pieces displayed. The curator of the exhibition was Delfina Jałowik.
