Wolff Olins is consulting with the Tate Gallery on graphics , having completed its review of the Tate identity originally created by Pentagram (DW 21 August 1998).
A spokeswoman for the Tate says Wolff Olins will focus on the 130m Tate Gallery of Modern Art at Bankside in south-east London. But the exercise, which includes consulting on “the whole area of design”, could have implications for other Tate galleries. She says the graphics review might yet lead to a new identity.
Wolff Olins chairman Brian Boylan declines to comment on the project.
Lumsden Design Partnership has meanwhile won the job to design the three retail outlets within the Tate’s Bankside site.
The retail project involves three spaces – of 600m2, 200m2 and 150m2 respectively – with books as the main focus. According to Tate Retail director Celia Clear, the gallery’s aim is to create one of the best 20th century art bookshops.
LDP founder Callum Lumsden says the schemes will be sensitive to the architecture by Swiss practice Herzog & de Meuron, “but they will still be shops”.
LDP won the job in a three-way pitch against Caulder Moore and Rawls & Company. The pitch list was put together by the Tate’s retail consultant Pragma Consulting. LDP will work closely with Herzog & de Meuron, Tate Retail and Pragma.
“The architects are very involved in the retail spaces, but we needed a sensitive specialist to work with them,” says Clear. She adds that Wolff Olins’ overall identity for the gallery “will be reflected [in the branding] for the shop, but in a pragmatic way”. She adds: “What Wolff Olins does is branding and graphics is only a part of that.”
The shops are due to be completed next February, along with other design and building work. Artworks will then be installed for the gallery’s opening in May 2000.