For the “Relationships” exhibition at Kunsthal Rotterdam, our studio partnered with the museum to craft a visual narrative that pays tribute to the iconic work of American photographer Richard Avedon. This extensive retrospective, featuring over 130 photographs, highlights Avedon’s revolutionary impact on fashion photography and portraiture. At the heart of the exhibit are key portraits of cultural icons like Truman Capote, Marlene Dietrich, Bob Dylan, Andy Warhol, and Nastassja Kinski, celebrating Avedon’s unique ability to capture the intricacies and vulnerability of human connections.

Avedon transformed fashion photography by breaking away from static poses and embracing dynamic, cinematic settings that wove together narrative, glamour, and realism. Iconic works like “Dovima with Elephants” exemplify his inventive style, where fashion becomes a story. In his portraiture, Avedon is known for his signature stark white backgrounds that isolate and highlight the individuality of his subjects. His close-up technique captured even the smallest details, exposing raw emotion and forging a deep connection between the viewer and the subject. Portraits like those of Allen Ginsberg demonstrate Avedon’s distinctive talent for depicting relationships between people. His work, which included collaborations with leading magazines and brands, continues to shape the world of photography.

Our exhibition design strategically composes the space to highlight Avedon’s work, playing with the placement of photographs and the arrangement of walls to guide the visitor’s experience. The typography interacts with the photographs, fostering a dialogue between text and image. Drawing inspiration from the fashion magazines where Avedon made his mark, we integrated a graphic style that echoes the publications that defined his career. This design approach not only pays homage to Avedon’s legacy but also creates an immersive environment, linking his iconic imagery to the broader context of his influence on fashion media.