Masterpiece Art Fair, London 2017July 24, 2017
For the second year in a row we were absolutely delighted to have been asked to work alongside Pall Mall Art Gallery Philip Mould & Co on this year’s stand at Masterpiece London. Masterpiece London took place at The Royal Hospital in Chelsea between 29th June – 5th July.
“An Unmissable event at the height of the capital’s summer arts season. Bringing together 150 of the world’s top galleries and specialists, Masterpiece has established itself as one of the world’s leading international art fairs, presenting an exceptional week of cultural, culinary and social experiences in the heart of London.There is nowhere more glamorous to view and buy the finest works of art, antiques, design and jewellery; from antiquity to the present day.” – Masterpiece London
We were briefed by the client to breath a new lease of life into the stand through our choice of colour palette and styling details. The core structure of the stand remained the same as last years.
Taking into consideration both the variety in styles of the paintings to be displayed and there differing palettes, this year’s stand had a strong graphic look with a simple, but impactful, monochromatic backdrop.
Colour Theory tells us that black, is the complete absence of colour and is associated with power, elegance and formality, whilst white is the presence of all colours simultaneously and is associated with light, innocence and purity.
“Black is the end, but the end always implies a new beginning. When the light appears, black becomes white, the colour of new beginnings.”
A random checker board floor extended the strong graphic theme further helping the space feel less formulaic. Brass detailing and a glorious velvet sofa in a bright canary yellow was introduced to add an element of warmth and stop the overall design looking too harsh.