Typology: Pavilion
Services: Art Direction, Spatial Solutions, Visual Identity
Client: Tselinny Center of Contemporary Culture

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Creative Direction - Zhanna EE

The Re‑Practice Laboratory trains artists to work with the latest media tools, then drops their experiments straight into public view. For the 2023 edition we gave the program a stage that behaved like its curriculum: flexible, transparent, and a little bit unreal.
A two‑storey, 20 m‑square pavilion rises from a lightweight steel skeleton, sheathed in layers of translucent blue membrane that turn daylight into an electric wash and glow like a render at dusk. Inside, the open plan flips seamlessly between workshop, talk, and performance; curtains of the same fabric subdivide space on demand while keeping silhouettes legible from the outside.
The graphic language extends the architecture—deep cobalt, arrow grids, looping “RE:‑” motifs—spilling across print, motion stings, and social feeds. Laptop glyphs march across posters to underline the program’s digital core, and a single oval logotype anchors way‑finding, tickets, and screen content.
By night the pavilion becomes a live billboard: LED accents push light through the skin, projections bleed onto the membrane, and passers‑by catch fragments of code, sound, and movement. The result is a temporary lab that teaches, performs, and advertises its own process in one continuous gesture—precisely the ethos of Re‑Practice.

** AI-generated content was used in this project

Re - Practice Laboratory - Pavillion