Art Basel

2019 – 2024

I managed and led branding, signage, and interior design for world-leading art fairs across Europe, Asia, and North America. From concept to implementation, I oversaw every aspect, ensuring alignment with the brand’s vision through collaboration with internal and external stakeholders. My leadership extended to managing global budgets, mentoring junior creatives, and optimizing processes to reduce costs and emissions while maintaining excellence in show execution.

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 on interior aspects and handled the signage, incorporating the latest brand addition to the Art Basel family.

The new public restaurant Tree by Roots, introduced at the Basel fair, was designed to reflect the Gault Millau atmosphere, offering a refined dining experience. I collaborated directly with the Roots team on the identity, which was created specifically for this purpose.

The expansive floor plan of the Miami Beach Convention Center presents challenges in orientation and gallerist satisfaction. To address this, a comprehensive wayfinding solution had to be implemented. The introduction of color schemes and corresponding sectors in Miami Beach marked a significant milestone in enhancing navigation compared to previous years.

Environmental branding has been essential for marking Art Basel’s presence in each host city. In 2023, the extensive flagging in Basel was redesigned to reflect the color scheme inspired by Verner Panton, a prominent figure in the city’s art and design identity. Although Panton did not directly influence the redesign, his work, including the design of the Kunsthalle, served as a significant source of inspiration for our approach.

Art Basel City Branding

The redesign of Art Basel’s main welcome areas represented a significant shift towards creating a more inviting space for partner activations. We moved away from the traditional white cube atmosphere to a warmer, more engaging environment, incorporating a new light design concept by Luis Bischoff and Luiz Albisser.

This project, which has been ongoing since 2021, aimed to enhance the welcome areas across all regions, including Paris, Hong Kong, and Miami Beach. As part of the redesign, we also integrated digital screens to support partner activations.

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 a unique identity that needed to be applied across environmental and spatial elements, as well as marketing materials.