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New Work: ‘Gimme More’ at Eyebeam

Pentagram’s Natasha Jen designed the identity and environmental graphics for the exhibition Gimme More: Is Augmented Reality the Next Medium?, recently on view at Eyebeam Art+Technology Center in New York. Originally developed by the EPFL+ECAL Lab at the Ecole polytechnique fédérale de Lausanne in Switzerland, the exhibition showcased seven installations by artists who use augmented reality (AR) to tell stories in new ways. Previous incarnations of the exhibition have been shown in London, Milan, Paris and San Francisco; the New York version was designed in collaboration with SOFTlab and Futureflair, and featured several new works.

Augmented reality is reality with something extra—objects, environments or interactions that have been enhanced with virtual content or storytelling that blurs the line of the physical and digital. Jen’s graphic design for Gimme More plays on this intersection of the material and immaterial, using simple elements of light and shape to create an otherworldly effect that helps introduce visitors to the subject and sets off SOFTlab’s innovative exhibition design.

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03/18/2013 | Permalink

New Work: Tess Giberson

Since 2010, Pentagram partner Natasha Jen has been working with fashion designer Tess Giberson to create a seasonal thematic image that’s part of an ongoing branding program.

In Giberson’s fall/winter 2013 collection, “Evolution,” garments follow a gradual development from simple to more complex forms. At the collection’s core is a quilt handmade by Giberson’s mother in the early ‘70s. “Evolution” refers not only to form but also to Giberson’s personal evolution as a designer.

For the collection’s presentation at New York Fashion Week, Jen worked collaboratively with Giberson to create a unique invite in the form of an unfolding poster. The poster reveals pieces of the original quilt visible through cut-outs in one of Giberson’s current drawings. The letters of the collection name interact with these elements, moving forward and receding in their own evolution.

Jen’s invite has been receiving accolades in the fashion world, featured on blogs such as The Fashion Informer and Refinery 29.

The invite is the latest in the ongoing series Jen has created for Giberson. Each invite/poster features title typography interacting with an image or texture inspired by the season’s collection.

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02/12/2013 | Permalink

Preview: Milly

Pentagram’s Natasha Jen has designed a new identity for Milly, the fashion label of the designer Michelle Smith. Milly’s collections are both classic and contemporary, and have earned a devoted following that includes Gwyneth Paltrow, Victoria Beckham, Beyoncé, and Thandie Newton.

The new identity embodies Smith’s unique design sensibility, which juxtaposes modernity—clean, elegant silhouettes and impeccable details—with feminine flair: vibrant prints, bold colors, and luxurious fabrics and textures. Recently announced in WWD, the new identity will launch in full with Milly’s pre-fall collection this June.

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02/06/2013 | Permalink
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