This text-only record is part of the interactive AIGA Design Archives where you can view more details, zoom into images and explore other works in the definitive online resource on American design.
 |
Design Category
Environmental graphic design, 1997
Design firm
Mauk Design (San Francisco, California)
Collection
(1998) Communication Graphics: 19
|
Exhibit Primary’s objective was to communicate Volkswagen’s brand essence in a car show environment, through the experience of the space. The exhibit showed not just the brand’s rational mind, but also the emotional soul of the product. It was intended to go beyond kicking the tires, by adding another level of fun and intelligence to the exhibit, without adding more bucks. It used low-tech interactivity, simple video, clean shapes, and straightforward finishes.