Presented to: The Power Plant
Shattering The Rules Shattering the Rules
Felix Pfäffli
Presented to the The Power Plant
A major retrospective exhibition of the work Camila Cavalcanti of Felix Pfäffli
March to August, 2018 Presented by Camila R Cavalcanti
Presented to: The Power Plant
“When it comes to typography, I would say it’s more an abstract way of thinking.” Felix Pfäffli
Shattering the Rules
Felix Pfäffli
Camila Cavalcanti
Presented to: The Power Plant
Background Born in 1986, Felix Pfäffli is a Swiss graphic designer known for his distinct style and design. His mother is a philosopher, and his father was an artist and graphic designer. Growing up in an artistic environment he naturally went into the field of design where he can express his creative ideas. Felix started an independent Design Studio in Lucerne, Switzerland called Studio Feixen. The studio’s clients include global brands such as Nike, Google, Reebok and The New York Times. Studio Feixen takes on all design works whether it be graphic, interior, fashion, type or animation. Apart from his entrepreneur endeavors he also holds a teaching position at Lucerne School of Graphic Design – “Fachklasse Grafik” in Switzerland. Teaching classes in typography, generated design and poster design. In the year 2013 he became the youngest member ever to become part of the Alliance Graphique Internationale (AGI) a club reserved for the world’s top graphic artists and designers. Other notable achievements of the Swiss graphic designer include: China Poster Biennial Top Prize (2014), Tokyo Type Director’s Club Prize (2013), Swiss Poster Award (2013). Photo of Felix Pfäffli, 2014. AGI Group Exhibition
Shattering the Rules
Felix Pfäffli
Camila Cavalcanti
“I don’t really care anymore... there are no rules. The only rule you have as a designer is to transfer information. You can do it any way you want. I think there is no specific form that is beautiful. It’s always about relationships between various forms.” Felix Pfäffli
Presented to: The Power Plant
Design Style A great turning point in Felix’s true realization of the endless ways of creating something was when he was taking his first typography course taught by artist Dora Wespi. She assigned her students the task of cutting and gluing the letters of a single word, one hundred times to a sheet. With each sheet portraying a different meaning from the other sheets. Through this exercise he internalized how much can be achieved, even when equipped with just one size and one font. He also admires other free graphic designers such as Niklaus Troxer who is also from Lucerne.
Shattering the Rules
Pfäffli is mostly known for his unique poster designs and unconventional uses of fonts: using letters and typefaces in a way that breaks the rules of typography. This is evident on his work for Sudpol – a multi purpose cultural center located in Kriens, Switzerland. Between the years 2010 and 2015, Felix Pfäffli, designed all the posters for the venue. His typography work deviates from conventional ideas of legibility. Where he twists, stretch, overlay and positions letters in a way that is almost unreadable. Although he does not abide by the rules of conventional graphic design, he is well
aware of the fragile balance between legibility and experimentalism having a method to his madness. The young Swiss also associates the uninspiring design of today with people’s conformity with the “rules” taught in school, and what is deemed “good” by the general public. And it is the designers role to create something new and unique. Studio Feixen, 2014. Artwork of Felix Pfäffli, AGI Group Exhibition
Felix Pfäffli
Camila Cavalcanti
Presented to: The Power Plant
“Every mistake, every uncertainty is visible immediately. So you have to be confident and clear. A good design is created by a sequence of good, accurate and intelligent decisions.” Felix Pfäffli
They will also be able to question the current state of graphic design. Specifically, perhaps influence a major change on how the majority of designers create posters for the public and really standout in an environment filled with design rules. Felix’s design style of pushing the boundaries of graphic design rules will be a breath of fresh air and will also be an diverging away from the conventional ideas that are taught. Demonstrating new possibilities in approaching design.
Shattering the Rules
Felix Pfäffli
Camila Cavalcanti
Retrospective Exhibition
Felix Pfäffli’s decorated achievements and innovative style of his art work deserves a major retrospective exhibition. An exhibition of his work at The Power Plant Contemporary Art Gallery is a perfect place to showcase that. A public exhibition of Felix’s work in a gallery, where the theme is contemporary art, will open others’ mind on new possible ways of using typography.
Presented to: The Power Plant
Proposed Applications
Shattering the Rules
Felix Pfäffli
Camila Cavalcanti
Presented to: The Power Plant
Banners Shattering the Rules
Felix Pfäffli
Camila Cavalcanti
Presented to: The Power Plant
Bus Shelter Shattering the Rules
Felix Pfäffli
Camila Cavalcanti
Presented to: The Power Plant
Title wall Shattering the Rules
Felix Pfäffli
Camila Cavalcanti
Presented to: The Power Plant
Shattering the Rules
Felix Pfäffli
Camila Cavalcanti
Presented to: The Power Plant
Shattering the Rules
Felix Pfäffli
Camila Cavalcanti
Presented to: The Power Plant
Merchandise
Shattering the Rules
Felix Pfäffli
Camila Cavalcanti
Presented to: The Power Plant
Merchandise
Shattering the Rules
Felix Pfäffli
Camila Cavalcanti
Presented to: The Power Plant
“It’s about organising that mess of pictures you have in your mind, and it’s about controlling the details And that makes it interesting.” Felix Pfäffli
Shattering the Rules
Felix Pfäffli
Camila Cavalcanti
Presented to: The Power Plant
Shattering the Rules
Felix Pfäffli
Camila Cavalcanti