Architecture is Culture
The Pavilion Project
Toronto, Canada / The Pavilion Project is a proposed architectural pavilion series, set to launch in Toronto. Each year, an emerging architect will design a temporary, experimental building, which will stand for about 10 weeks, housing cultural programming—talks, exhibitions, perhaps a café. At its core, the Pavilion Project explores the impact that temporary architecture can have on the human experience.
Whitman Emorson worked closely with Pavilion Project in 2017 to develop a strategy aimed at communicating the value of temporary architecture to uninitiated audiences, ranging from a comprehensive vision deck to sponsorship materials, taglines and beyond. WE also developed a bold, flexible visual system, which walks the line between avant garde and accessible, and which draws inspiration from the Project’s role as a platform for a new conversation about art and architecture.