The business objective is to get people interested and to visit the exhibition. The longterm business objective is to make the Swedish Museum of Architecture a strong brand.

The challenge was to create a poster that was different, but at the same time reflects the work by Gert Wingårdh. The technical challenge was to get the print to look as much like the original photo print as possible.

The exhibition got a lot of attention in media and many people visited the museum.

Gert Wingårdh is the most famous living Swedish architect and we wanted to portray him instead of his houses. Architecture is almost impossible to communicate in a flat picture but everybody knows a rock star when they see one.