Concept and idea for the communication of the exhibition “ABC Art Belge Contemporain” by FRESNOY that came to visit Sofia this spring.

We didn’t thing the original key vision of the exhibition was going to talk much to the bulgarian public (the artistic metaphor on belgium complexity would need more of context ), neither the title (in the translation we loose the artistic game from the alphabetical order). Our idea : to make people see the exhibition as a way to explore the way digital revolution has affected contemporary art. The main visual is a typographical headline that plays with the public the way art plays - it demands to change your point of view and perspective (in this case to read differently).