A(by)P produces ephemeral and immersive experiential events that put forward a new model for presenting, promoting and approaching art, allowing for early- to mid-career artists to focus also on curating – as opposed to simply exhibiting.

 

Founders Tim Roter and Rafael Schacter firmly believe in blurring the line between artist and art gallery (and also between the public and the environment) in favour of art itself.

 

For the branding project, Savvy adopted the key attributes that make up the A(by)P experience – originality, a sense of fun, transparency and functionality – to develop a graphic language that expresses an alternative take on the traditionally accepted concept of the art gallery.

 

For this, we aimed for the objectification of abstraction, providing a multi-channel and multi-sensorial art experience, from beginning to end. A(by)P’s identity is a constant work in progress, adapting and transforming itself by taking into account its surroundings and the talent of the people behind it.