Job:01212 Title: Basics typography (AVA)
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Window display – Pentagram
Time-Life, a book, music and video marketing company,
have had their own building on the corner of Bond and
Conduit Streets in London since the early 1950s. In 1984,
the company commissioned Pentagram Design to develop
a scheme for the windows facing Conduit Street. Alan
Fletcher, one of Pentagram’s founding partners, designed
a display that revealed the words ‘Time’ and ‘Life’ only when
viewed from a certain point on the opposite side of the road.
Each letter was constructed from independently suspended
chrome and brass rods that hung, seemingly unrelated, in
space. The passer-by had to search for the correct position
to decipher the text. At night the display was illuminated to
provide a twinkle in the street. This project is yet another
example showing that the potential of virtually typographical
information was known long before the introduction of
computer technology.Job:01212 Title: Basics typography (AVA)
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