Design & Practice

A quiet spring shift in Issue 03, shaping a new rhythm through layout and composition.

From Rotterdam to Brussels and Amsterdam, Issue 02 explores interiors shaped by detail, atmosphere, and character.

The layout builds on the magazine’s Spanish roots while introducing a quieter Benelux rhythm, balancing both influences.

Reflecting on TEFAF New York 2025: A vibrant evolution for a global stage.

Designing for TEFAF New York 2025 required a strategic shift: bridging the fair’s prestigious heritage with the high-energy, contemporary pulse of Manhattan. Our goal was to create a brighter, more approachable vision to engage a new generation of collectors and a culturally-driven New York audience.

The Process: We moved beyond static branding, developing a painterly and animated visual language inspired by the city in bloom and artworks connected to the city and the fair. From the high-impact New York Times cover to large-scale facade banners at the Park Avenue Armory, the campaign translated the fair’s diversity into a kinetic experience. By blending traditional craftsmanship with modern digital movement, we ensured the fair felt as relevant on a smartphone as it did on the streets of the Upper East Side.

This approach was about presence. By creating a seamless visual threshold, we helped drive a significant rise in institutional attendance and a 20% surge in opening-day engagement, proving that a thoughtful brand evolution can broaden an audience whilst keeping its integrity.



Our ultimate aim is to help cultural institutions and creative brands navigate this balance, translating heritage into a visual language that resonates with a discerning, global audience.

Reflecting on TEFAF Maastricht 2025: A crafted brand campaign for the world stage.

The campaign was a strategic bridge between the fair’s heritage and a widening global audience. By distilling the organic forms and precision of the art itself, through historic research in the art of the fair and meticulously made artwork representing the fair, we created a living identity that resonated across continents. We are proud to have contributed to the rising numbers in visitors and increase in global institutions.

Across print and digital assets, texture, colour, and movement were used to reflect the fair’s character and heritage.

From tactile Early Access invitations to on-site and kinetic online assets, the campaign expressed craftsmanship, precision, and the enduring elegance that defines TEFAF.

As a brand strategy and creative studio, our mission is to help institutions connect with a discerning, culturally engaged global audience through elevated design.

Scroll through for an overview of the full TEFAF Maastricht campaign and process.

For a few weeks the city turned colourful, inviting visitors to step into the maze of and get lost in a world of beauty, wonder and enchantment. It was a great pleasure to work with the team of PAN on this years’ exhibition identity, with on the campaign concept, with the visual language and creative vision of and with who translated it into a spatial design for the fair.