This photography exhibition explores the world of fashion photography and the techniques photographers use to tell compelling stories. Hosted at the Grammy Museum in Los Angeles, it features the works of Tim Walker, Tom Keelan, Zhang Jingna, Paolo Roversi, and Nick Knight in a walkable installation. The exhibition highlights the photographers' systematic yet imaginative methods, creating a unique visual experience.

Visitors can engage with various takeaway items, including a book, posters, motion pieces, digital experiences, and photo prints. Insights into the photographers' creative processes will be provided through interviews and behind-the-scenes content. This immersive showcase allows viewers to appreciate the artistry of these renowned photographers and understand their creative techniques, translating their vision into a tangible experience.

The wayfinding system was thoughtfully designed to meet the needs of visitors attending the exhibition, while also embodying the distinctive visuals and motifs associated with the Viewfinder identity. Given the often-confusing layout of downtown Los Angeles, clarity and intuitiveness were prioritized in every design choice for the wayfinding system.

Simple, effective solutions were chosen to guide visitors through the highly crowded and visually dense environment, ensuring they could easily navigate both in and out of the venue. Key elements of the wayfinding system include floor-level indicators, elevator signage, directional arrows, and detailed floor concession descriptions.

The project was designed to mirror the essence of the book: What exactly is the photographer capturing through their viewfinder? I translated this concept into various elements for out-of-home stationary pieces like posters, bus stop banners, and even extensions of exterior design for buildings.

The setting for these elements is the dynamic city of Los Angeles, as there's flexibility in signage and public displays. I strategically placed these pieces in locations where viewers have the opportunity to absorb the information, providing context and details about the event amidst the city's vibrant energy.

The book comes with an encased linen jacket, with each copy marked with its unique print number from 1 to 100. The inspiration comes from the daily contemplations of a photographer, who constantly evaluates what they see through their viewfinder. Every image reflects their personal perspective, capturing moments in a way that only they can see. The book comprises 232 pages, each printed on 8.5" x 11" paper.

I drew from the way a camera crops shots to shape the book's identity. This concept of framing and selection became central to the design. The use of squares throughout the book represents the selective framing by the photographer. It’s a visual metaphor, showing us only a portion of the scene as seen through their lens. This deliberate choice invites readers to appreciate the artistry in what is shown and what is left out.