12 Apr 2018

LSO in Cooper Hewitt, Smithsonian Design Museum

London Symphony Orchestra identity by Superunion is featured in the new Cooper Hewitt, Smithsonian Design Museum Exhibition, ‘The Senses: Design Beyond Vision’.

On April 13, New York’s Cooper Hewitt, Smithsonian Design Museum will unveil its multisensory exhibition, ‘The Senses: Design Beyond Vision’.

Among the experiences on display will be  ‘Always Moving,’ the ambitious audiovisual collaboration between global brand agency Superunion and the London Symphony Orchestra (LSO).

With the new visual identity for the LSO and first season campaign entitled ‘Always Moving’, Superunion crafted a new brand for the world-famous LSO that was framed around its recently appointed Musical Director, Sir Simon Rattle. Using state-of-the-art cameras, Superunion captured Rattle’s every movement as he conducted Elgar’s ‘Enigma Variations.’ After recording every sweep, stab and twist of Rattle’s baton at 120 frames per second, Superunion then utilized the data from the performance to create a series of captivating, animated films and stills.

Signifying a new approach to typography while serving as a powerful expression of the classical music experience, ‘Always Moving’ has earned multiple coveted industry awards including Creative Review ‘Best in Book’, Clio Gold, New York Festivals Gold, and ADC Grand Award.

The project will now find a fitting place among work from more than 65 other designers and teams at ‘The Senses’ exhibit, which highlights how multisensory design can solve problems and enhance life for everyone by amplifying their ability to receive information, explore the world, satisfy essential needs and experience joy and wonder. Showcasing direct sensory experiences and displays of practical, innovative and exploratory products that visitors can touch, hear, see and smell, ‘The Senses’ exhibit is organized around several themed sections from Tactile Expression and Sensory Appetites to Shaping Sound.

‘The Senses: Design Beyond Vision’ exhibition runs from 13 April – 28 October, 2018 and is on view in the third floor Barbara and Morton Mandel Design Gallery at Cooper Hewitt. Cooper Hewitt is located at 2 East 91st St (between 5th and Madison Avenues) New York NY.

For full exhibit information see Cooper Hewitt.