JPG A – Z Campaign

For this new exhibition dedicated to Jean Paul Gaultier at the French Pavilion in Dubai, the agency proposes an identity that finds its impetus in an alphabet as a tribute to the designer: one that is concise, accessible and thoughtful for its vast international audience. Through a bias of use, an aesthetic specific to the boxes used to transport works of art is transposed and used in the scenography as a stele for the creations. This skillful link, created between the iconographic language of Jean Paul Gaultier and that of the transport of goods, allows for ingenious and unusual compositions, supporting the curious gaze of visitors.