Taking inspiration from the phenomenon of smoke, the main goal of the agency Brigada was to recreate its very essence in the gallery space itself by completely altering a well-known exhibition space. Playing with the idea of taboo, their intention was to design an anti-exhibition – a display that hides the exhibits even from the museum itself.
They decided to create a ‘nonspace’ that plays with perception on different levels. By transforming and concealing all the existing elements of the gallery and painting the entire area black, the conventional exhibition space disappeared. Inside of it they built a completely new space, one that has no walls or ceilings, only cylindrical display rooms reminiscent of smoke circles or oversized cigarettes.
Softly illuminated from within, their enticing glow invites visitors to come take a closer look. But only after stepping into the space are the objects of taboo revealed. With no walls to hang paintings on, they designed modern easels that hint at the moment of artistic creation – usually in a smoke-filled studio. A special system of freestanding display cases and slender cylindrical rods exhibits smaller objects.
Ceiling lights illuminate the exhibits without creating any shadows to provide a contrast between the outer (black) and inner (white) space without disrupting the ephemeral feeling of the whole exhibition.
The display rooms create an atmosphere charged with mystery, discovery, and sustained interest. Visitors excitedly move back and forth between display spaces, revisit their favorite rooms, and ultimately create their own path through the exhibition.
On the way out of the museum, enlarged reproductions of key paintings from the exhibition remind visitors of Croatia’s restrictions on public images of people smoking – instead of cigarettes, Croatia’s notable historical figures puff and flourish garden veggies, balloons, candy canes…
Design team.-
Brigada - Damjan Geber (Creative Director), David Kabalin (Architect, Project Manager), Simon Morasi Piperčić (Product Designer), Marina Brletić (Architect), Kristina Jeren (Architect), Lorenzo Cetina (Assistant).
Bruketa&Žinić OM - Davor Bruketa, Nikola Žinić (Creative Directors), Zrinka Jugec (Account Director), Ana Baletić (Art Director), Branka Lovrić (Designer).
Curators.- Igor Zidić, Feđa Vukić.
Date.- 07th October-11th November 2012.
