In Reverse

We are proud to announce that Ron Arad Graphic Design Department just won "Excellnt Work" and selected for the Tokyo TDC annual awards 2014 for our catalog design - "In Reverse".

Each catalogue contains its own trio of real pressed flowers hidden within its pages, making each one a unique specimen in its own right. The flowers in the catalogue poetically replicate in miniature the large pressed-flower fiat Cinquecentos on the walls of the In Reverse Exhibition. With a typeface derived from those of licence plates, and the usual layout of a catalogue being reversed with the headline at the bottom of pages, and the bottom at the top, the themes of reversal and cars run through from the front page to the back. The cover is an image of the Roddy Giacosa, a metal tube piece in the show, and is embossed so that the texture and feel of the image recall that of the sculpture itself.

Texts by Ron Arad, Galit Gaon, Lydia Yee, Hans Ulrich Obrist, Udi Sharabani