MACRO
Museo d’Arte Contemporanea Roma

When Luca Massimo Barbero became Director of MACRO (the Museum of Contemporary Art of Rome), the institution underwent a significant transformation. He brought a fresh, dynamic vision to its exhibition programme while the museum itself was being redesigned by renowned architect Odile Decq.
Barbero asked me to create a series of advertisements for the museum with a distinctly editorial sensibility. The first campaign featured a photograph of Rirkrit Tiravanija's installation You're Not Dead Yet. As neither of us was particularly fond of the museum's logo at the time, we agreed to replace it for the advertisements with a new design. What began as a graphic solution for the campaign was eventually adopted as MACRO's official logo.