The rough warehouse located in the back alleys of London's Soho district in which the Soho Graphics Gallery recides is the ideal location for this urban jungle/inner city casual/edgy/contemporary arts and crafts gallery. Imagewise, the SGG is quite distinguished and moves away from the minimalistic idiom that is commonly
associated with art galleries and instead opts for an industrial sqaut-like habitat.
Currently SGG owns a large permanent collection of contemporary graphic art and photography from all around the world, however, promoting new young talent is by far its main purpose for which two out of the gallerys' four floors are dedicated. Themed temporary exhibitions are also om display all year round. With an unconventional approach to the world of art and design the SGG currently breaks
new ground in the UK and has proven to be a successful concept and a sought after location in which to display ones talent to the metropolitan masses. From the outside this four floor gallery appears to be just a run down industrial warehouse and is detected only by its logotype spray-stenciled on the brickwork wall and a smaller sign in street level. The interior has been an object for extensive renavation and was updated to accomodate the artist's works and
Soho Graphics Gallery,
London,UK
visitors. To match the exterior, the raw and unflattening industrial look of the original interior was kept and refurbished and certain changes has been made to the building's structure to allow a greater flow of natural light. In addition to the exhibition area the gallery also houses a gallery related gift shop and a café/lounge area.
The SGG graphic profile, used for in-house and external marketing material, maintains the inner city urban jungle feeling to blend with its surroundings. The logo is reminicient of a stenciled graffiti tag. This logo is easy to apply and can be stamped pretty much anywhere on anything - almost as a seal of approval! Publications such as exhibition books and catalogues maintains a square shape with a relevant image covering much of the front on which the SGG logo has been applied. The title is printed vertically on the right hand side of the front cover.
Personal work / visual identity / design concept
