V&A Hoarding Design

This idea focuses on a typographic solution for the V&A hoarding. Through hierarchy, achieved through points size, the development name is clearly visible, collections are presented through character counters and the local community is included through background illustration. The striking colour scheme is used to invite the eye of the viewer.

IDEA #1 Typographic Theme This idea will incorporate the items from the collections and icons from the

Artefacts will

Statue busts will mark

Striking tertiary colours will provide a

act as counter fills

content sections

striking aesthetic in sunlight and shade

2.5m

local community in a series of 5 sections marking the history of the museum.

ALBERTOPOLIS A new display curated by the Royal Institute of British Architects (RIBA) in collaboration with the V&A to commemorate the 150th anniversary of Prince Albert's death by exploring his scientific, cultural and architectural legacy in this historic part of London.

The coloured sections will indicate different periods of the V&A and will

5m

feature icons from its collections that draw upon different themes and cultures. The items will be marked by QR codes to allow viewers to learn more and get

This Idea will feature the name of the development spanning 20m sections, with items from the collections acting as fills to the letter

updates of the museum and its progress. The museum name will appear large

counters. This section will be 5m long and will act as both the beginning and ending of the hoarding with the section repeated at

and bold in the background, acting as presenter of the artefacts and

both sides. The 5m section will feature busts of both Prince Albert and Queen Victoria with the vivid V&A mark on a contrasting

symbolising the role of the museum for the future in a confidant tone of voice.

background.

ALBERTOPOLIS ALBERTOPOLIS

The striking colours will prove to be as visible in the shade as in the sunlight, and will introduce items from the collections, with every section featuring different genres of artefacts from the collections, such as prints,

Albertopolis A new display curated by the

Royal Institute of British Architects (RIBA) in

collaboration with the V&A to commemorate

the 150th anniversary of Prince Albert's death

by exploring his scientific, cultural and

2.5m

sculpture, painting and fabrics. The items will be selected so as to represent different cultures and historical periods with a large artefact marking the start and end of each section. In the background of each section there will feature graphical representations of local buildings and institutes.

20m

The colour variations throughout the 70m long hoarding will change between the tertiary colour scheme, bright and modern and reflecting the aesthetic of the London Olympics. This link ties together the cultural

Albertopolis A new display curated by the

Royal Institute of British Architects (RIBA) in

collaboration with the V&A to commemorate

the 150th anniversary of Prince Albert's death

by exploring his scientific, cultural and

2.5m

enrichment London is currently undergoing partly due to the Games and its overall international image. Further development could see a more refined introduction of the local community within the hoarding design with various nationalities depicted represented through flags or cultural iconography.

20m

Applying this to a 70m x 2.5m hoarding This section marks

This section will depict paintings within the collections. There are six

This section will depict sculpture from the collection, features many

This section will depict modernist and post-modernist artefacts from

This section is the

the start of the

counters with the ALBERTOPOLIS title, in the ‘A’ ‘B’ ‘R’ ‘O’ ‘P’ and ‘O’.

cultures and drawing upon sculpture over the last 600 years through six

various cultures and will be chosen in terms of their striking colour scheme

same as the first

hoarding with a bust

Within these counters, paintings from various cultures will feature within,

sculptures form each century filling in each of the six counters. As within

to keep in with the vibrant scheme already planned. Within the six

section and marks the

of Prince Albert and

incorporating the many cultures within London, illustrating multiculturalism

the second section, local institutes from the ‘cultural quarter’ will feature,

counters, six artefacts will appear. In the background, further

end of the hoarding

Queen Victoria, the

within art and indeed, within London. In the background, buildings and

namely Somerset House and The Science Museum. Further

development will see other local buildings and institutes feature, including

design.

development name

institutes with the local area will feature, namely The Royal Albert Hall, The

development could see a better structure to include the sculptures, linking

the local community within the hoarding design.

and description.

Royal Opera House and the English National Opera.

sections together in a fluid and coherent manner than exists already.

5m

ALBERTOPOLIS

60m Albertopolis A new display curated by the Royal

Albertopolis A new display curated by the Royal

Institute of British Architects (RIBA) in

collaboration with the V&A to commemorate

the 150th anniversary of Prince Albert's death

by exploring his scientific, cultural and

2.5m

ALBERTOPOLIS

5m Albertopolis A new display curated by the Royal

Institute of British Architects (RIBA) in

collaboration with the V&A to commemorate

the 150th anniversary of Prince Albert's death

by exploring his scientific, cultural and

2.5m

This approach will reflect the values of the V&A’s Future Plan and will echo its inclusion of modern design into its collections. Through the widespread popularity and experimentation in 3D design, this hoarding will provide a strong visual aesthetic, communicating the diverse audience they seek to tend to.

IDEA #3 3D collections

Geometric graphic style

This idea represents the items from the collections in a 3D style where users can look at

Using layer transparency filters, this design is aimed at giving the hoarding design a

the design through 3D glasses.

more hand-made printed feel. The geometric shapes speak futurism whilst the contrasting colour scheme will serve to both be visible in all types of sunlight (and indeed darkness).

QR codes will appear next to the corresponding image where viewers can look at the

Gradients will serve to accentuate the 3D effect.

artefact online in its original form and also keep informed of the V&A’s coming events and development progress.

Through this graphic style, aspects of the local community will be represented through architecture, where further development could see the introduction of flags symbolising cultures, although this may be a too literal effect.

3D V&A Mark

Geometric background

The mark and corresponding visual identity will echo this 3D effect.

This style may well work within the constraints of the partially obscured background.

ALBERTOPOLIS

ALB ALBERTOPOLIS ERTOPOLIS

The repeated nature of the pattern will deter the eye from looking for hidden or further information thus accentuating the content on the eye-line.

3D V&A Mark

Modern Style

The local community could be represented through local institutes and cultural buildings

This modern style will reflect the ethos held by the museum, looking to the future,

echoing this 3D style.

developing their collections to include modern works of graphic and game design.

ALBERTOPOLIS A new display curated by the Royal Institute of British Architects (RIBA) in collaboration with the V&A to commemorate the 150th anniversary of Prince

ALBERTOPOLIS ALBERTOPOLIS ALBERTOPOLISA L B E R T O P O L I S

Albert's death by exploring his scientific, cultural and architectural legacy in

ALBERTOPOLIS A new display curated by the Royal Institute of British Architects (RIBA) in collaboration with the V&A to commemorate the 150th anniversary of Prince Albert's death by exploring his scientific, cultural and architectural legacy in this historic part of London.

this historic part of London.

60m

5m

This section

Sculpture will be used to provide the striking visual in each 20m hoarding

The blue geometric shapes provide a stark background to the RGB 3D

QR codes will be positioned throughout the design, further development

This section marks

marks the start

section. Sculptures will be chosen carefully to symbolise the values of

values each sculpture has been rendered in. This sculpture will be

could see how these can be successfully placed so not as to deter the

the end of the

of the hoarding

the V&A, its diverse target audience including families and children, as

positioned under the gate entrance to the new development and further

eye from the aesthetic but be part of it.

hoarding with a bust

with a bust of

well as local artisans, students and professionals. The local community

development will ensure the correct proportions are taken into consideration

Social media will ensure it is time resistant and last for the entire period of

of Prince Albert in a

Queen Victoria in

will be represented through an architectural pattern repeated at the lower

to make sure the sculpt fits within the gate perfectly. The whole idea will be

3 years, furthermore through only featuring permanent artefacts from the

3D style.

a 3D style.

half of the hoarding, which remains obscured by fences however this is

a 3D visual that will be both striking close up and far away. Close up, the

collections will serve to keep it recent. This fresh and modern design will

necessary to provide a clean and simply geometrical 3D effect,

viewer will be able to identify this is a 3D image and will inspire them to view

reflect the values of the V&A’s 'Future Plan', where they seek to

accentuating the important content only.

it from afar, allowing the design to become an interactive feature.

incorporate modern design into the museum’s collections.

Focusing on expressing a futuristic theme through geometry, this hoarding design encompasses the local ‘cultural quarter’ through illustration whilst showcasing the museum artefacts and linking their meaning with the values of the museum, ensuring a holistic meaning throughout the entire design.

Concept Development Including the ‘Bend’ in the Design The bend at the start and end of the hoarding is approximately 3m long and this provides an opportunity to present and conclude the content the viewer sees. This could be in the form of a typographic scheme, illustrating the museum title name, development title and a brief explanation as to its themes and aims. Or simply echoing elements from the hoarding, such as colour or shape. The placement of QR codes adjacent to the information will give viewers a chance to scan the code before they arrive at the narrow area where space is limited where stopping to scan could be problematic. This design also includes the irregular shape

64m 1m

1m

where there is a small area cut off by the building.

Social Media

‘Containing’ the Hoarding Body Design

The placement of QR codes will

In between the 3m bend sections, the main body of the hoarding may begin and end with ALBERTOPOLIS

ALBERTOPOLIS This redevelopment will provide amazing new spaces for the

This redevelopment will provide amazing new spaces for the

V&A’s internationally renowned programme of temporary

This redevelopment will provide amazing new spaces for the

V&A’s internationally renowned programme of temporary

exhibitions, revealing a magnificent courtyard space, which has

the V&A’s mark, with marble sculptures of the royals set against the striking colour

This redevelopment will provide amazing new spaces for the V&A’s internationally renowned programme of temporary

This redevelopment will provide amazing new spaces for the

never been seen by the you, and create a new entrance from

Exhibition Road on the west side of the museum.

exhibitions, revealing a magnificent courtyard space, which

ALBERTOPOLIS

V&A’s internationally renowned programme of temporary

This redevelopment will provide amazing new spaces for the

from Exhibition Road on the west side of the museum.

never been seen by the you, and create a new entrance from

never been seen by the you, and create a new entrance from Exhibition Road on the west side of the museum.

All will be revealed in 2016

scheme, with the V&A mark appearing behind, whilst ‘Albertopolis’ appears in-front to

V&A’s internationally renowned programme of temporary exhibitions, revealing a magnificent courtyard space, which has never been seen by the you, and create a new entrance from Exhibition Road on the west side of the museum. Exhibition Road on the west side of the museum.

All will be revealed in 2016

Exhibition Road on the west side of the museum.

All will be revealed in 2016

with the museum through the hoarding, increasing visitors through its featured artefacts from the

body section contextualising this body design with QR codes grouped close to the image Finish

from Exhibition Road on the west side of the museum.

exhibitions, revealing a magnificent courtyard space, which has never been seen by the you, and create a new entrance from

exhibitions, revealing a magnificent courtyard space, which has

give a sense of depth. These ‘containers’ will mark the start and end points if the main Start

has never been seen by the you, and create a new entrance

This redevelopment will provide amazing new spaces for the

has never been seen by the you, and create a new entrance

exhibitions, revealing a magnificent courtyard space, which has

All will be revealed in 2016

serve to allow viewers to interact

V&A’s internationally renowned programme of temporary

exhibitions, revealing a magnificent courtyard space, which

V&A’s internationally renowned programme of temporary

never been seen by the you, and create a new entrance from

collections, becoming active users.

and mark to give a sense of unity and identity.

ERTOPOLIS ALB

19 m

Prince Albert's vision created one of the most successful

ERTOPOLIS ALB

This redevelopment will provide amazing new spaces for the V&A’s internationally renowned programme of temporary

should be free to the public. He is a testament to a forward looking society, intent on cultural enrichment, and he represents our new development.

cultural quarters in the world. He also reinforced the British

exhibitions, revealing a magnificent courtyard space, which has

belief that Museums were places of self-education and

never been seen by the you, and create a new entrance from

should be free to the public. He is a testament to a forward

looking society, intent on cultural enrichment, and he

Exhibition Road on the west side of the museum.

looking society, intent on cultural enrichment, and he

2.5m

belief that Museums were places of self-education and

Prince Albert's vision created one of the most successful

Prince Albert's vision created one of the most successful cultural quarters in the world. He also reinforced the British

cultural quarters in the world. He also reinforced the British

represents our new development.

All will be revealed in 2016

ALBERTOPOLIS ALBERTOPOLIS ALBERTOPOLIS ALBERTOPOLIS ALBERTOPOLIS ALBERTOPOLIS ALBERTOPOLIS ALBERTOPOLIS ALBERTOPOLIS ALBERTOPOLIS ALBERTOPOLIS ALBERTOPOLIS ALBERTOPOLIS ALBERTOPOLIS ALBERTOPOLIS ALBERTOPOLIS ALBERTOPOLIS ALBERTOPOLIS ALBERTOPOLIS ALBERTOPOLIS ALBERTOPOLIS

ALBERTOPOL

Local Community Element Creating a logo style graphic developed from previous illustrations may

Measurements

DI-Bond Aluminium Sections

UV Coating

Both 3m ‘bends’ and two 3m containers mean the

The hoarding will be printed upon Di-Bond aluminium panels

This coating gives greater clarity to printed graphics and ensures

could contrast well with the modern background, a symbol of their

main body section is 58m, dividing this into 3 sections

which offer increased resistance to corrosion, UV damage and

further protection, its nontoxic solvent free solution means it poses

historic and modern collections. The description could be translated

for diversity allows 19m per section.

surface damage, and is fully recyclable.

no risk to the environment.

into many languages to appeal to the diverse local community.

work well to accentuate the iconography of the buildings within the ‘cultural quarter’. And a period element such as a banner in this style

Symbolising The V&A’s Values Through Sculpture Within Its Collections Queen Victoria looks to the left, symbolising the V&A’s historic collections whereas Prince Albert looks to the right at the end of the hoarding and symbolising the V&A’s ‘Future Plan’; it’s increasing embracement of modern collections that suit a 21st century audience.

This sculpture of Alexandra Westmoquette, a woman with truncated legs and arm may represent how the V&A aim to open the museum to everyone with their increasing programmes and services tailored to provide access to those with disabilities.

Mercury could represents the outward goal of the V&A; to appeal to the masses, locally, nationally and internationally since Mercury was the god of messages and communication. This also represent the aim of the museum to be financially efficient since Mercury was too the god of commerce and financial gain

Venus and Cupid could feature to represent families and ‘love’ for one another and the arts, the unknown and the love for a new journey of discovery.

Final Concept

Using Semiotics to Communicate a Considered Design The overall striking colour scheme of the design and geometric style appeals to a modern audience, such like the V&A aim to, with items from the collections breaking through the shapes. Such shapes echo the same colour as the V&A mark - this serves to illustrate the items being presented, having been slightly cropped, it alludes mystery of the unseen; what else do they have in there? The 'Albertopolis' title appears on a banner in front of all the objects, containing them, however appears behind sculptures of both Victoria and Albert, illustrating that, still, the V&A is primarily focused on its social role as presenter of culture, inspiration and discovery.

ERTOPOLIS ALB

This redevelopment will provide amazing new spaces for the V&A’s internationally renowned programme of temporary exhibitions, revealing a magnificent courtyard space, which has never been seen by the you, and create a new entrance from Exhibition Road on the west side of the museum.

This redevelopment will provide amazing new spaces for the V&A’s internationally renowned programme of temporary exhibitions, revealing a magnificent courtyard space, which has never been seen by the you, and create a new entrance

ERTOPOLIS ALB Prince Albert's vision created one of the most successful cultural quarters in the world. He also reinforced the British belief that Museums were places of self-education and should be free to the public. He is a testament to a forward looking society, intent on cultural enrichment, and he represents our new development.

該重建提供驚人的新的空間的V＆一個是國際知名的節目臨時展覽，露出一個華麗的庭院空間，它已經永遠不會被看到你，並創建一個新的入口，從展覽路西側的博物館。

Prince Albert's vision created one of the most successful cultural quarters in the world. He also reinforced the British belief that Museums were places of self-education and should be free to the public. He is a testament to a forward looking society, intent on cultural enrichment, and he represents our new development.

在2016年，所有將被揭示

All will be revealed in 2016

from Exhibition Road on the west side of the museum.

ALBERTOPOLIS ALBERTOPOLIS ALBERTOPOLIS ALBERTOPOLIS ALBERTOPOLIS ALBERTOPOLIS ALBERTOPOLIS ALBERTOPOLIS ALBERTOPOLIS ALBERTOPOLIS ALBERTOPOLIS ALBERTOPOLIS ALBERTOPOLIS ALBERTOPOLIS ALBERTOPOLIS ALBERTOPOLIS ALBERTOPOLIS ALBERTOPOLIS ALBERTOPOLIS ALBERTOPOLIS ALBERTOPOLIS

ALBERTOPOLIS ALBERTOPOL

ALBERTOPOL

All will be revealed in 2016

3m

Este nuevo desarrollo proporcionará increíbles nuevos espacios para el V & A programa es de renombre internacional de exposiciones temporales, dejando al descubierto un espacio magnífico patio, que nunca ha sido visto por el tú, y crear una nueva entrada de Exhibition Road, en el lado oeste del museo.

19m

ERTOPOLIS ALB

Ce réaménagement permettra étonnantes de nouveaux espaces pour le V & A programme est de renommée internationale d'expositions temporaires, révélant un espace magnifique cour, qui n'a jamais été vu par le toi, et de créer une nouvelle entrée d'Exhibition Road, dans la partie ouest du musée.

Prince Albert's vision created one of the most successful cultural quarters in the world. He also reinforced the British belief that Museums were places of self-education and should be free to the public. He is a testament to a forward looking society, intent on cultural enrichment, and he represents our new development.

Ce réaménagement permettra étonnantes de nouveaux espaces pour le V & A programme est de renommée internationale d'expositions temporaires, révélant un espace magnifique cour, qui n'a jamais été vu par le toi, et de créer une nouvelle entrée d'Exhibition Road, dans la partie ouest du musée.

Prince Albert's vision created one of the most successful cultural quarters in the world. He also reinforced the British belief that Museums were places of self-education and should be free to the public. He is a testament to a forward looking society, intent on cultural enrichment, and he represents our new development.

Todo será revelado en 2016 Tout sera révélé en 2016

2.5m

ALBERTOPOLIS ALBERTOPOLIS ALBERTOPOLIS ALBERTOPOLIS ALBERTOPOLIS ALBERTOPOLIS ALBERTOPOLIS ALBERTOPOLIS ALBERTOPOLIS ALBERTOPOLIS ALBERTOPOLIS ALBERTOPOLIS ALBERTOPOLIS ALBERTOPOLIS ALBERTOPOLIS ALBERTOPOLIS ALBERTOPOLIS ALBERTOPOLIS ALBERTOPOLIS ALBERTOPOLIS ALBERTOPOLIS

Tout sera révélé en 2016

ALBERTOPOLIS ALBERTOPOLIS ALBERTOPOLIS ALBERTOPOLIS ALBERTOPOLIS ALBERTOPOLIS ALBERTOPOLIS ALB

24.5m

ERTOPOLIS ALB

Prince Albert's vision created one of the most successful cultural quarters in the world. He also reinforced the British belief that Museums were places of self-education and should be free to the public. He is a testament to a forward looking society, intent on cultural enrichment, and he represents our new development.

Este nuevo desarrollo proporcionará increíbles nuevos espacios para el V & A programa es de renombre internacional de exposiciones temporales, dejando al descubierto un espacio magnífico patio, que nunca ha sido visto por el tú, y crear una nueva entrada de Exhibition Road, en el lado oeste del museo.

Prince Albert's vision created one of the most successful cultural quarters in the world. He also reinforced the British belief that Museums were places of self-education and should be free to the public. He is a testament to a forward looking society, intent on cultural enrichment, and he represents our new development.

This redevelopment will provide amazing new spaces for the

Ovaj ponovni će pružiti nevjerojatne nove prostore za V & A, svjetski poznatog programa povremene izložbe, otkriva veličanstvenu dvorišnu prostor, koji nikada nije vidio od vas, i stvoriti novi ulaz iz Exhibition Road na zapadnoj strani muzeja.

V&A’s internationally renowned programme of temporary exhibitions, revealing a magnificent courtyard space, which has never been seen by the you, and create a new entrance

Sve će biti otkriveno u 2016

Todo será revelado en 2016

ALBERTOPOLIS ALBERTOPOLIS ALBERTOPOLIS ALBERTOPOLIS ALBERTOPOLIS ALBERTOPOLIS ALBERTOPOLIS ALBERTOPOLIS ALBERTOPOLIS ALBERTOPOLIS ALBERTOPOLIS ALBERTOPOLIS ALBERTOPOLIS ALBERTOPOLIS ALBERTOPOLIS ALBERTOPOLIS ALBERTOPOLIS ALBERTOPOLIS ALBERTOPOLIS ALBERTOPOLIS ALBERTOPOLIS

ALBERTOPOLIS ALBERTOPOLIS ALBERTOPOLIS ALBERTOPOLIS

from Exhibition Road on the west side of the museum.

This redevelopment will provide amazing new spaces for the V&A’s internationally renowned programme of temporary exhibitions, revealing a magnificent courtyard space, which has never been seen by the you, and create a new entrance from

All will be revealed in 2016

Exhibition Road on the west side of the museum.

All will be revealed in 2016

3m

14.5m

3m

The Target Audience

The Collections

The Local Community

Using Social Media

The Aspect of Time

The target audience is creative industry professionals, students, families, schools, adult learners and community groups. This is reflected through a bold and broadly appealing design, featuring items from the collections that relate to men and women of all ages and from different cultures. The design aims to appeal to children since they will be the new generation of artists as such smaller artefacts have been included at the bottom of the hoarding such as teddy's and toys.

The design uses a diverse range of artefacts from the collections. Sculpture has been used to convey the V&A's values and its visual whiteness creates consistency throughout the spread. Artefacts representing many cultures have also been used to appeal to a diverse audience. Kids toys have been used and placed at the bottom of the hoarding so kids can see and interact with them.

The local community is reflected through a repeated visual that serves to promote the iconography of the local buildings within the 'cultural quarter' especially those associated with Prince Albert. Descriptions appear at first in English, then along the hoarding this description is translated into many different languages to include many nationalities and the diverse local population.

QR codes have been placed next to textual information to allow viewers to interact with the hoarding, in turn increasing visitors numbers through the want of discovery from the items that feature. Such technology also allows the user and the local area to keep up to date with the progress

The artefacts that feature are part of permanent collections thus will not be outdated. Also, the DI-bond material with UV coating will serve to keep the environmentally friendly hoarding resistant to weather, corrosion and fade allowing the design to continue to inspire for longer than 3 years.

of the hoarding, and when it will finally be unveiled.

Design in Context Hoarding in Context The overall aesthetic provides a bold modern aesthetic to a street long steeped in history, but retains elements of the surrounding area with a motif dedicated to the ‘cultural quarter’, and the whiteness from Georgian architecture reflected in featured sculpture throughout the V&A’s history. The geometric blue provides a sharp contrast the pinks and whites and it is this angular feature that sets it apart from the linear nature of surrounding architecture, echoing a fresher, futuristic effect, keeping in with the ‘Future Plan’ held by the museum; their ongoing modernisation to better suit the museum to a diverse and modern Britain

Light & Darkness The design is vivid in both light and darkness, allowing the visual elements to stand out.

Incorporating ‘The Curve’ Demonstrating how the curve will look in its Exhibition Road context, the contrast of the pink and blue allow the protruding portion of the hoarding not only to stand out but also mark the beginning of the remaining 67m design.

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