Concrete Jungle - MDW 2014

font Urban Design Exhibition milan design week jungle flyer poster Promotion contemporary art design Layout punk green black bold

"A jungle of cement, real and concrete. An oxymoron meant to evoke the universe of urban contradictions.

The metropolis, a space in which man loses his identity and finds it a new under other forms and combinations - and its opposite, the jungle, symbol of a disquieting, uncontaminated reality. Just like natural ecosystems, urban environments too are complex biological organisms, regulated by cycles in the air, water, and soil - urban ecosystems, where man interacts with the constituent parts and establishes diverse relations of varying complexity."

Project “Concrete Jungle”, a Studio TAAG concept born from these connections and dualisms, took place from April 8th to 13th at Ese House, in Via Tortona, Milan. An art show, a temporary shop and a series of Urban Culture events were presented. Each attending artist has developed a personal visual imagery with which to comment on and describe the city, in the course of a common effort to depict its instinctive and animalesque dimension. There was artists operating from several perspectives and areas: from Milan, Marco Menghi, Marco Dapino, Delfino Sisto Legnani and Francesco Anselmi, photographers; Alice Visin, fashion and jewelry designer; Luca Giacalone, graphic designer and illustrator, with a premiere of his “Sharp Conspiracy”

avant-garde street wear; Anna Twiggy, and her project involving tattoed pig legs; Lorenzo Passi, a glass artist now operating from Venice; Monica Vignati; from Faenza, Andrea Malini will present his “Wood and Light” illumination; and another Milanese, Leonardo Scotti, photographer. Lastly, Pietro Sganzerla, artist. Outdoors, near the Temporary Shop, the guys from “Dischi Suonati” holded a sale of their vinyl records. Chefs from “Bacchi & Perry” presented their aperitifs; evenings were enlivened by concerts and dj set, techno, house, and tribal music in the courtyard.

For this project Studio TAAG curated the exhibition with Edoardo Passi, and all the communication and promotion of the event.

We created a brand new font (to be used only for the tile "Concrete Jungle" and for some details), inspired by origami style. This font was included in a very minimal layout, that reflects the style of independent and urban punk fanzine, with black bold text and one color.

Origami is a reference to a product typically produced by human hands (nature), as opposed to the hard urban style of the rest of the graphics. So nature vs contemporary cities, the main theme of the exhibition.

The main image of the entire campaign represent the dualism between human obscure nature and modern urban life. Two side of the same thing. Two identical but reversed geometrical shapes, which overlap and combine into a single final form.

This is the graphic and modular summary of the main theme of the exhibition.