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AIGA Space


Designed to atmosphere the environment of AIGA Philadelphia SPACE, located in Old City, this identity represents the many ways that space may be defined. The motif of decontextualized symbols implies the idea that a space derives its substance only from the purposes of those who use it. To further convey this idea that spatial meaning is inextricable from human influence, a video monitor was installed in the gallery displaying symbols that alternate when prompted by a motion sensor. Thus, humans directly determine the symbols, the “spaces,” displayed on the screen. The symbol alternation suspends in the absence of movement, freezing on whatever symbol last appeared. The website mimics this motion thus allowing potential visitors to see if the space is currently in use. 

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