Contemporary art can be a provocation, a transformative experience, a step outside everyday boundaries. We wanted to convey that the Turner Prize exhibition was a unique experience, removed from the usual distractions and diversions of our daily routines. All campaign materials were designed to look ‘out of place’ and challenge the commercial messages in the environment around them.
The Turner Prize exhibited within Tramway arts space in Glasgow. We applied the campaign identity across the exhibition environment, and created a new signage system that helped the venue adapt to meet the volume of visitors.
“Tangent’s campaign helped us break all records for audience visits to the Tramway. Over 75,000 people were attracted to the exhibition, drawn in by their challenging message and arresting visual expression.”