Gego: Measuring Infinity
Branding / Packaging / Print / Motion
This past year, the Guggenheim held a retrospective featuring the works of renowned artist, Gego. Gego, or Gertrud Goldschmidt, created very influential, powerful, and completely unique art throughout her life, with works ranging from sculpture, paintings, drawings, textiles and more. A defining element in her pieces challenges and expresses her approach to abstraction, and an interest in finding new interpretations and meaning in a subject. The artist works closely with geometric lines and shapes, that intertwine and can create abstractions among viewers. Creating patterns and unconventional uses through her artistic process. Her structures are composed through geometry, but aren’t tied to any conditioned result; her work is free and boundless. The exhibit, Measuring Infinity, was the first major museum retrospective for Gego.
This exhibit rebrand reflects the style, materials and kinetic approaches explored by Gego in her showcased series. Also embodying some key principles she consistently presented in her art embraced artistically; human connection, limitless perspective and abstraction of reality.