UN WEEK-END À L’EST – EREVAN

The Un Weekend à l’Est festival is held annually in Paris to bring together lovers of Eastern European cultures. For the 2024 edition, the festival is putting the spotlight on the city of Yerevan, capital of Armenia. The campaign poster shows Cascade, an imposing monument with terraced gardens, fountains and a wide staircase 118 metres high, housing a contemporary art centre, the Cafesjian Center of Arts. The illustration, by Armenian artist Maretta Aivazian, is at the centre of a geometric and monumental composition, created by a structuring typography that recalls the shape of the pyramid. The desaturated half-tone palette underlines the harmonious details of the architecture, creating a balanced composition that evokes the modern codes of Eastern Europe and its postcards from a bygone era.