Art Basel

Global creative direction across all Art Basel shows
From 2019 to 2024, I led branding, wayfinding, and interior design projects for the world’s leading art fair, with shows in Basel, Paris, Hong Kong and Miami Beach. From concept to implementation, I oversaw every aspect, ensuring alignment with the brand vision. My leadership extended to managing global budgets, mentoring junior creatives and optimizing processes to reduce costs and emissions while maintaining excellence in show execution.

Global Campaign Production
I led global campaign shoots and marketing strategies from 2021 to 2022, producing impactful digital and print content across multiple platforms for the Basel, Miami Beach, and Hong Kong shows. Post-Covid, the concept shifted to highlight human interaction, moving away from showcasing individual artworks to emphasize the core essence of the shows: bringing people together.

Visuals by Mathilde Agius & Mateo Garcia. Contributions from Naima Trabelsi (fashion), Milko Boyarov (accessories), Samia Giobellina (styling), Rebecca Weinberg (styling), Belle & Company (production), Iconoclast (photography) and Akris (fashion).

Redesign of the Magazine Sector
Together with Andreas Bicker, General Manager of Art Basel in Basel, we led the creative supervision for the redesign of all public visitor areas from 2021 to 2024. This also resulted in a new approach to the magazine sector with an open auditorium for Art Basel Conversations. Interior design & execution by Luis Bischoff and Luiz Albisser.

Image courtesy: Office Luis Bischoff / Luiz Albisser.

Integration of new initiatives
The Art Basel Shop, curated by Sarah Andelman, was introduced during the June 2024 edition in Basel. I collaborated with Luis Bischoff and Luiz Albisser and the global marketing team on interior aspects and handled the signage, incorporating the latest brand addition to the Art Basel family.

Visitor Landmarks for Art Basel
Creative supervision for an information point for the Art Basel Parcours sector in 2022, creating a landmark for the highly popular off-site sector in the city of Basel. Execution and Design by Bravo Ricky.

Wayfinding Solutions
The Miami Beach Convention Center’s expansive floor plan presents challenges in terms of orientation and gallerist satisfaction. A comprehensive wayfinding solution had to be implemented. The introduction of color schemes and corresponding sectors in Miami Beach marked a significant milestone in improving navigation over previous years.

City Branding

Art Basel’s extensive flagging has been an important marketing tool in establishing the fair’s presence in each host city. In 2023, the flag designs in Basel have been redesigned with a color scheme inspired by Verner Panton – a key figure in Basel’s design and art scene.

Art Basel City Branding

Implementation of newly added show
Paris+ par Art Basel was launched in 2022 and held at the temporary Grand Palais Ephémère. For both its inaugural and second editions, the show required an identity that needed to be applied across spatial elements, as well as marketing materials.