An exhibition held in Shanghai and Hong Kong at the culmination of the Chinese Year of the Horse, featuring important works of art exploring the portrayal and symbolism of the horse from diverse cultures across the ages. The exhibition encompassed paintings, drawings, sculpture, antiquities, jade and jewellery from masters as diverse as Degas and Richard Prince.
The design brief aimed to achieve equal focus between the Eastern and Western works of art. To integrate the vast range of art periods and origins, the storyline of the campaign was structured around the common spiritual traits of the horse: grace, spirit, power, nobility and myth. These themes were presented throughout the design of the exhibition space and accompanying English and bilingual books as well as digital and advertising campaigns.
The identity design was based on the central figure of a Chinese painting by Xu Beihong. Through a series of sketches, this figure was developed into a symbol and became a leading element of the campaign. The Identity was developed in English, Traditional Chinese, Simplified Chinese and bilingual presentations. The Art of the Horse private selling exhibition celebrated the year of the horse and reflected on it as inspiration for artists across ages and origins. The brushstrokes of Chinese calligraphy evoked through the identity and graphics, and helped to convey Asian traditions while placing them in the global context of the art presented.
Logo and bilingual catalogue design: Aniela Gil
Creative direction: Lorena Durán
Creative direction: Lorena Durán