PLAYGROUND – MAMCO, CAC, CPG

Overview:
Art direction and visual identity for PLAYGROUND, a 250 m² interactive art space developed with MAMCO, Centre d’Art Contemporain Genève, and Centre de la Photographie Genève (CPG). The project brings together seven artist-designed games and a workshop area dedicated to mediation.
Conceived as a bridge between the three institutions ahead of their shared renovation (2025–2026), the identity draws from shapes and cut-outs found in the exhibited works, forming a flexible graphic system applied across print, digital media, and signage.

Client, Date, Location:        

202X, MAMCO, Centre d’Art Contemporain Genève (CAC), Centre de la Photographie Geneva (CPG) – Geneva, Switzerland

Challenges:

Positioning PLAYGROUND as an interactive play space rather than a traditional exhibition, while maintaining coherence across institutions and formats. The identity operates as a flexible system, engaging diverse audiences from art visitors to local communities and school groups.








Playground space in use, featuring a collection of seven artist-designed games by Rasheed Araeen, Vidya Gastaldon, Stéphanie Probst, Neide Sá, Denis Savary, Alexia Turlin, and Galaxia Wang, alongside 
a dedicated workshop area for mediation.








The visual identity is built around the “ABC Whyte Inktrap” typeface by Dinamo, selected for its playful cuts and interlocking forms that evoke assembly games, while the tilted “O” introduces a sense of movement and play, as if the elements could be rearranged.








Two poster variations combine bold color blocks and cut-out shapes inspired by the space’s central installation, a large slide visible from the entrance. As a new cultural space in Geneva, the communication emphasizes PLAYGROUND as a place to play rather than a traditional exhibition.








The exterior signage uses a yellow to stand out against the building’s grey facade, ensuring strong visibility. Wayfinding elements are derived from the typography itself, with fragments of the letter “G” forming directional arrows.







The signage system is conceived as an evolving graphic language, designed to adapt over time and across future iterations of the project.








Interior signage uses darker vinyl, translating fragments of the letter “G” into directional arrows that guide visitors through the space.








Temporary signage system was developed to be easily printed on colored paper, allowing quick updates and translations. Based on typographic elements and linear blocks, it accommodates multiple languages used by visitors, ensuring accessibility while remaining consistent with the overall identity.







A flexible social media system developed to communicate the project, its artists, and public information.









Art direction & graphic design: êkhô studio (C. Bonnet & C. Thomas)
Photos : êkhô studio & MAMCO (Lisa Frisco)