Ace typography

Typography-loving design duo Sawdust has created this cool typographic illustration for the Ace Hotel in Shoreditch.

The reception
The reception

Spelling out ‘Dream ‘til you drop’, it’s something of a strange message – halfway between gift-shop fridge magnet and metaphysical poem – but nonetheless, it looks pretty nice.

Briefed to create a mural inspired by collage, constructivism and Le Corbusier (clearly the client has a thing about alliteration), the pair set about creating the piece, having been initially contacted by Julia Blackburn, a curator for Ace Hotel in New York.

Close up.
Close up.

‘The brief was very open,’ says Rob Gonzalez, Sawdust co-founder. ‘I don’t think [Ace Hotel is] what you might call a ‘traditional’ hotel, certainly in their way of thinking’,

The pair frequently works with typography, and for this project, they settled on the idea of ‘dreaming’ , referencing the hotel room setting.

Ace Hotel
Ace Hotel

‘The words ‘dream ’til you drop’ can be interpreted in whichever way the viewer wishes’, says Gonzalez.

‘Our hope is that the on-looker will engage with the work and think about what it says, no matter how briefly.’ 

 Find out more about Sawdust, who are represented by Jelly London, here 

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