Miu Miu
30 Blizzards
During Art Basel Paris, Miu Miu presented 30 Blizzards, a major work conceived by artist Helen Marten in close collaboration with theatre and opera director Fabio Cherstich, with sound and music by Beatrice Dillon and animation by Adam Sinclair. We developed the visual identity, print publications, OOH advertising, motion, and environmental signage for Marten's first expansion into performance.
The exhibition identity became a form of storytelling in itself, capturing the narrative, performance-driven nature of Marten's work. The visual language drew from literary design conventions, employing classical serif typography with a subtle twist. The exhibition guide served as the primary expression of this approach, providing immediate spatial orientation upon opening while unfolding into a comprehensive libretto with all 30 characters and the full synopsis.
Client: Miu Miu and Helen Marten
Team: 2x4
Role: Content and Collaterals Strategy