Gallery 64 is exclusive because it shares a courtyard with the Rubell Museum of Modern Artwork. Leveraging this distinct attribute, the Gallery 64 model evokes a really curated and suave strategy. The property title just isn’t solely the road deal with (64 H ST SE) however is a reference to 1964 which marked a pivotal second in up to date tradition with the invasion of The Beatles, civil and voting rights had been in signaling for change, and the humanities scene was exploding with new interpretations of creativity that may form many generations to come back.
Gallery 64 branding is expressive, suave, and numerous. The various variations of the 64 are used to characterize all features of “artwork” from textile design to break-dancing, whereas the curated images visuals had been concepted as trendy “pop-art.” The model colours are main but polished, and the model patterns permit for a managed graphic quantity primarily based on software. Very like a gallery opening, the Gallery 64 was the recent ticket on the town. Throughout pre-leasing, Gallery 64’s Instagram gained a median of 200 natural followers monthly, and at opening Gallery 64 signed over 22 models in 2 months — usually with a waitlist for excursions.
All solutions from Pum Lefebure, chief inventive officer and co-founder, Design Military:
1. Describe the aim of the venture.
Gallery 64 is a brand new DC house constructing with a distinctly covetable deal with—set smack subsequent to The Rubell Museum, famed for its progressive artwork exhibitions and up to date assortment. BUT the property can be surrounded by 15 different brand-new developments with related facilities, options and charges—all concentrating on the identical demographics. Design Military was tapped to carry their wild creativity to assist Gallery 64 stand out in DC’s hyper-booming actual property market.
2. What was your pondering behind the answer?
Our idea “Stay Artfully” takes inspiration from the property’s distinctive setting—sharing a courtyard with The Rubell Museum on one facet. And Tradition Home DC, a cool graphic-covered church, on the opposite. Popping with splendidly bizarre avant-garde images and artwork path, the fashionable art-esque graphics speaks to curiosity-driven, artwork lovers who need to dwell and breathe artwork in each kind—daily. We additionally conceived the title “Gallery 64,” impressed not solely by the deal with (64 H ST SE), however a nod to 1964’s pivotal moments in DC tradition, from The Beatles to civil and voting rights to the humanities scene exploding with new creativity.
We hand-drew an enormous typographic brand library and sample sequence with “64” reimagined by the humanities—from attractive graffiti lettering to vogue, music, and past. Plus, a brilliant enjoyable 30sec animation with all of the interpretations.
That is anything-but-usual actual property branding—designed for individuals who crave the artfully unconventional. And very like a gallery opening, this property was the most popular ticket on the town launching with a waitlist for excursions, gaining over 200 natural Instagram followers monthly, and signing over 10 leases within the first 30 days.
4. What visible influences fueled your answer?
Spanning web site, social, print, digital, and collateral, the artfully whimsical visuals wink to Magritte’s surrealism, painter Alex Katz’s color-blocked portraits, and even Andy Warhol’s barely skewed main shade palette. Be it creatively strolling your pooch, prepping breakfast with a bread and jam painter’s palette, or eating with a jello-faced gentleman—it’s all about dwelling artfully.
5. What particulars are you most happy with and why?
Residence promoting all the time appears to be like the SAME (inventory images, tremendous conservative). This feels something however conventional. “Is it an artwork museum? What the heck is that this?” The visuals are over-the-top bizarre, suave and pique your curiosity, but completely is smart with the progressive museum’s proximity. We additionally labored tremendous laborious on the “64” typographic library and sample sequence. And similar to artwork exhibitions, I really like that the branding can continually evolve and really feel recent (like “64” with ribbon lettering for the vacations, and so forth). But all collectively stays timeless.
CREATIVE AGENCY: Design Military
Chief Artistic Officer: Pum Lefebure
Account Director: Jake Lefebure
Government Artistic Director: Sucha Becky
Artistic Director: Mariela Hsu
Artistic Director: Heloise Condroyer
Senior Designer/Animator: Jason Chae
Animator: Yeri Choi
Designers: Tony Kim, Yeri Choi
Pictures: Dean Alexander
Stylist: Michele Onofrio
Glam: Dale Johnson
