PFA: Dan Flavin — Constructed Light
For this important exhibition — minimalist art in a modern masterpiece — TOKY designed custom branding that extended from The Pulitzer Foundation for the Arts’ website to the exhibition catalogue, and across print advertising, multiple collateral pieces, and an email newsletter.
Our interactive Web catalogue, featuring audio interviews and 360-degree video walk-throughs of the exhibition, gained national acclaim as it virtually transported website visitors to the galleries.
The Pulitzer Foundation for the Arts is a nationally prominent institution with the aim of fostering a deeper understanding and appreciation of art and architecture.
Designed by Pritzker Prize-winning architect Tadao Ando, the Pulitzer presents changing exhibitions and a variety of programming involving the visual, literary, and performing arts. Integral to the Pulitzer’s mission is the experience of its building, which, in the PFA’s words, “serves as a sanctuary for contemplation, enjoyment, and study, as well as a laboratory for ideas.”
TOKY played an important communications role in the Pulitzer’s first decade, launching its core website and individual exhibition web catalogues. These innovative and content-rich exhibition sites — widely lauded and exceedingly rare in digital museum publishing — virtually transport the audience to the museum by showcasing the art exactly as it is exhibited in each gallery of the world-famous facility.
For Dan Flavin: Constructed Light, TOKY built a website featuring anometric drawings of the Pulitzer, providing the location of many artworks in the context of the architecture. The site featured never-before released audio interviews of the artist and 360-degree video walk-throughs of the galleries. The navigation bar mirrors the changing versions of the exhibit’s colorful tubes of light.
In addition, TOKY developed custom branding for the exhibition that extended from the website to the exhibition catalogue, and across print advertising, multiple collateral pieces, and an email newsletter.
“No one does single-shows-in-space websites better than the Pulitzer (witness Dan Flavin, Water) and I wouldn’t miss a one of ’em… Best of all: The Pulitzer folks manage to get across the feeling of seeing art in Ando’s remarkable space. Who else would provide day-long, time-lapse, natural-light-only stills of the installation?”
Tyler Green, Modern Art Notes