RUTH BENZACAR ART GALLERY

•

HORACIO LORENTE STUDIO

—

Art Direction
Website Design & Development

Helping to create a new digital home

for Ruth Benzacar

Ruth Benzacar is an Art Gallery located in the Villa Crespo neighbourhood, in Buenos Aires. Founded in 1956, the gallery has a strong commitment on the development of contemporary art, with a special emphasis on supporting local artists.

We were approached to help them to redefine their new site and digital home. The site main focus is the archive, following the gallery’s own narrative.

The “white cube” or “white box” was the concept we worked with and is the true essence of the gallery itself. The art takes takes place in between this walls. And then shift and transforms into something else. The artworks make the space feel alive.

Keeping clarity was one of the most important things in the design process. Typography is a key element to maintain a cohesive look and feel. The gallery already had a logotype designed by Ruben Fontana in the early 2000’s, so we set a new digital typography for the site to match the new direction.

We also built a custom script to allow the gallery stuff to upload hi-res photography without the need to edit the pictures before, saving considerable time in the archive process. The script makes a web-optimized copy of every uploaded picture for visualization purposes inside the site, saving data transfer and speeding up the navigation.