SATURDAY NIGHT TALK PENTAGRAM / SASCHA LOBE

Orientation through Design: Meet Pentagram’s Sascha Lobe

In the field of spatial linguistics, 3-D communication is most often times seen in direct contrast to its not-so-distant 2-D relative. With the vision of Sascha Lobe, these dimensions are integrated: “Wayfinding systems, signage, print, branding and identity projects all take on dual forms. My aim is to create a distinct, visual syntax that translates the idiosyncratic identity of each project”.

The most celebrated identity for the Bauhaus-Archiv Museum was designed by Sascha Lobe and his team. Just recently Lobe finalized his 5-year collaboration with David Chipperfield Architects on the branding and wayfinding of the Amorepacific headquarters located in Seoul, South Korea.

Lobe has also experienced working with other star architects – most notably Ben Van Berkel (UN Studio) and Daniel Liebeskind – he noticed a gap where architectural attributes left off and visual information needed to be communicated. Forecasting this need, he began to design graphic elements and systemize information for it to be recognized intuitively, efficiently and accurately. In this way, interior structures became streamlined through outward communication, as proper orientation and navigation are especially important for the end-user. With an effective guiding interface, the atmosphere, identity and emotion of a space become all the more affable for those in its environs.

These attributes have been injected into extensive projects Lobe has undertaken across cultural and commerical institutions such as those for Vitra, Adidas, Mercedes-Benz, Ruhr Museum, Württembergischer Kunstverein, Kreisssparkasse (KSK) Tübingen, Kunstmuseum Stuttgart, Kunstsammlung Nordrhein Westfalen and many more.

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Partner: Goethe-Institut Turin