This project was selected as Best in Book in The Annual 2019, CR’s award scheme celebrating the best in creativity 

Most type foundries create a printed specimen or a website to showcase new products. But OMSE TYPE – an offshoot of London design agency OMSE – went one step further to promote its new typeface, Gattica, using AR to create an interactive exhibition in London.

Agenda 2020 was created to explore the potential of variable fonts and AR. OMSE created a series of colourful typographic posters and 3D designs, and took over a space at Hoxton Arches in East London. Visitors to the space could download a custom mobile app and hold their phones in front of designs to see them come to life.

The exhibition was promoted through Instagram posts showcasing featured designs. The most poular posts reached over 49,000 people and OMSE TYPE doubled its following as a result. Visitors were also encouraged to share their videos from the event on social media. In addition to the exhibition and mobile app, OMSE created a website that allows users to view designs along with footage from the show.

It’s rare to see such a playful approach to promoting a typeface. As well as being an innovative showcase of OMSE TYPE’s work, the project presents an interesting example of how AR can be used to create engaging graphic displays – whether in exhibitions or public spaces.

Credits:
Agency: OMSE/OMSE TYPE. Creative Directors: Briton Smith, James Kape. Designers: Serafim Mendes, Tom Schwaiger, Malone Chen. App & Web Development: Oliver Ellmers, Ben Chan.