When luxury lifestyle brand BassamFellows (https://bassamfellows.com/) hosted a modern and contemporary art exhibition at its offices in 2021, co-founder Craig Bassam explained that their building, created by famous architect Philip Johnson in 1952, wasn’t simply envisioned as a place of business, it “was designed to accommodate life”. This same spirit of ‘accommodating living’ can also be found in the exhibition’s practical programme, which unfolds into a large detailed map of the exhibition space when needed thanks to a clever cut-out.
The exhibit, “Modern in Your Life,” featuring everything from designer furniture by Charles Eames to the art of Bauhaus lighting, had a lot to see and absorb in one space. Therefore, the printed catalog needed to consolidate information about each part into a single, easy-to-carry form.
Catalog BassamFellows Brochure-Into-Map Art
Designed by Nathan Linkous Studio (https://nathanlinkousstudio.com/) and CMYK printed by The QMC Group (https://theqmcgroup.com/) under the guidance of print consultancy Tocci Made (https://toccimade. com/), the 8-page brochure is the perfect size for browsing an exhibit – just 5.8 X 8.5 inches – slightly smaller than your standard paperback book today.
Inside, each artwork is numbered and includes the artist’s name in bold, followed by explanatory information about the piece; several are also accompanied by a small color photograph. Each page has an unexpected thickness similar to what you would get with French folds. It’s because this guide has a secret.
As soon as you reach the center of the booklet, it unfolds into a large plan of the exhibition space, complete with numbers corresponding to those used to name each work in the booklet. This reveals not only the size of the historic building, but also how impressive its architecture is in itself.
The fully opened card holds another surprise – the revelation that the entire seamless transformation from brochure to card is made possible by a horizontal cutout running through its center.
Without this die cut, they would have had to use an accordion fold, which wouldn’t have given you quite the same brochure feel or space for a large card.
Paper weight was equally important to the piece, according to Tocci Made — in this case, 65 lbs. Mohawk Superfine Eggshell Cover.
Not only does this piece shrink a detailed map into a handy, portable size, but it also echoes the simplicity and effectiveness of the artwork on display!