Inspired by the insight that concealing and revealing words in part creates more anticipation than showing it in full, we anchored the brand on a dynamic bespoke typeface that appears to be in constant mechanical motion, even when static. Letters in a word are cropped in a random order, with an algorithm ensuring that typing the same word twice yields different letter combinations.

This coincided with the mechanical architecture of the Rem Koolhaas-designed building. It’s comprised of four motorized platforms that can move independently, meaning the space can be reconfigured in 49 ways. As the artists make their pieces, so the building makes different spaces.

It speaks directly to the diverse international target audience, whose main intention is to experience something fresh and immerse themselves in ideas in the making.

At the heart of our execution is a dynamic, mechanical and bespoke typeface that appears to be in constant motion.

Anticipations Sans was designed in 3 phases. The first phase was the design of the 'base' letterforms, inspired by the mechanical structure of the building and it’s pure geometrical forms.

The second phase involved concealing parts of each letter to obtain the full 'cropped' glyph set, and the last phase involved writing an algorithm. This automates the randomised glyph selection when words are typed, striking a balance between unpredictability and legibility. It embodies the sense of anticipation created by ideas in the making.

It’s easy to apply at any scale: from large, animated signage in the concourse to static formats in the building frontage; from printed materials like tote bags to moving image across social media, Vimeo channels, and cinema idents.

The logo was unveiled for the first time on 1st January 2017 – a teaser video showcasing a sneak peek of the new brand and logo was posted on the Lafayette Anticipations Instagram and Facebook account.

The actual foundation opened on 10th March 2018. Visitors were able to experience the brand living in the space situated at 9 Rue du Plâtre in Central Paris.

Although these are early days, there’s been a huge amount of top tier coverage - not just of the identity but of the whole endeavour:

https://www.wallpaper.com/architecture/lafayette-anticipations-rem-koolhaas-oma-paris

https://www.theguardian.com/world/2018/mar/07/france-galeries-lafayette-heir-guillaume-houze-art-foundation

https://en.vogue.fr/fashion-culture/fashion-exhibitions/story/everything-you-need-to-know-about-lafayette-anticipations/1446

Since the beginning of January until early April, there have been over 400 articles and audiovisual press coverage of the opening of Lafayette Anticipations - Fondation d’entreprise Galeries Lafayette.