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Abstract
A ‘mobile laboratory about urban life’, the BMW Guggenheim Lab was an ambitious joint initiative of the Solomon R. Guggenheim Foundation and the BMW Group. It operated for about two years from August 2011, travelling three cities – from New York to Berlin and finally Mumbai. This article is focused on the design of its graphic identity, especially its dynamic, interactive logo system driven by public participation. The authors – the designers of the identity – discuss the conceptual background and the design process, as well as provide a critical reflection on the social implications of the system.
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Notes on contributors
Sung Min Choi
Sung Min Choi and Sulki Choi are graphic designers in Seoul, South Korea. Both earned their MFA degrees in graphic design at Yale University, New Haven, and worked as researchers in design at the Jan van Eyck Academie, Maastricht. Their diverse activities include designing for cultural institutions, publishing artist books, creating artworks, writing, and translating. Sung Min Choi is an associate professor at the University of Seoul, and Sulki Choi an assistant professor at the Kaywon University of Art & Design.
Sulki Choi
Sung Min Choi and Sulki Choi are graphic designers in Seoul, South Korea. Both earned their MFA degrees in graphic design at Yale University, New Haven, and worked as researchers in design at the Jan van Eyck Academie, Maastricht. Their diverse activities include designing for cultural institutions, publishing artist books, creating artworks, writing, and translating. Sung Min Choi is an associate professor at the University of Seoul, and Sulki Choi an assistant professor at the Kaywon University of Art & Design.