Galerie Poggi
Grand Reopening

According to Jérôme Poggi: This is not about resisting the crisis, but letting it transform us.

The retreat prescribed by the pandemic highlighted the urge to find back in the gallery the deep time of the artwork.
Jérôme Poggi’s request was to reincorporate Montesquieu’s doux commerce concept (literaly soft commerce) within his gallery’s embodiement and activity, performing its meaning as a scene for exchange, connection, transformation and relation. Nurtured by social and political engagement in the deep tissue of real life, this is the choice of margins rather than Art World: to break with the academic nature of its background, drop out the normative framework by bonding with the engagement of each represented artist. The eyes are turned inside out, toward the interiority of the gallery.

For this passage to become visible by way of composition, we dwell in the areas in reserve. This peripheral presence is first enhanced by the horizon that plants the logotype on an optical ground, as a literal statement for humility. We chose the Antonia variable font from Typejockeys to structure the whole visual identity: an elegant yet down to earth serif typeface offering great plasticity.

By attention paid to details, and to go with the sense of discretion, we decided to give another perspective to the creation of a metonymic sign, a graphic punctuation rather than a branded logo: the fleuron set embodies refinement and vegetal delicacy in typographic composition. Referring to the G of gallery and to its alliteration in Jérôme Poggi’s name, we chose the intertwined double G as signature. The ligature work was thus treated with curbs and germinal references inspired by Babi Badalov’s painting.

In parallel of this metamorphosis of the gallery, a set of bookmarks was produced with printer's offcuts, as an invitation to play and create new signifiers on the periphery of reading.