Some of the most effective art is the kind that surprises and intrigues with unexpected movement, such as the “kinetic art” mobile sculptures made famous by Alexander Calder in 1931. So when Pace Gallery opened its new museum-size gallery in New York City’s Chelsea neighborhood featuring Calder’s work in September 2019, they sent out a creative invitation that would’ve done the artist proud. When the two parts of this creation come together, the experience is nothing short of magic.
What Makes it a Creative Invitation?
Designed by New York’s NR2154 and produced by the wizards at DataGraphic, this creative invitation leans on the architectural look of the building and mimics lenticular printing [PRO Guide to Lenticular Printing] by using the movement of a card (actually three sheets of Neenah Folding Board Bright White Eggshell triplex laminated together) through a sleeve (80 lb. Classic Crest Epic Black Smooth Cover) [Get Swatchbook] riddled with strategic die cuts [PRO Guide to Die Cutting] to transform the phrase “A new home for Pace Gallery” into “540W25 New York Opening Sept 12.” (Coincidentally, DataGraphic itself acquired a new address just three days before the Pace Gallery opened: 4 Brayton Court, Commack, NY 11725.)
As if that wasn’t enough, the text of the invitation was hot foil stamped using 7 different colored foils, including 4 to highlight the names of the artists featured at the show space.
Clean Windows and Tight Registration
Naturally with a piece like this there’s a lot to be proud of: a design that echoes the artistic nature of the company sending it, the effective way this creative invitation communicates the pertinent information, and that wonderful interactive component [PRO Tip: 5 Hottest Print Design Trends of 2019 –No. 5: Interactive Print]. But what was DataGraphic most gratified by?
“How clean the die-cut windows are and how precisely the die cuts register with the invitation,” reveals DataGraphic President Glenn Schuster –two aspects that are indeed impressive. How many times have we all tried to die cut something, only to encounter those nasty nicks that hold onto the pills of waste paper?
This, combined with all of its hand-pleasing chunkiness and eye-catching interactivity, make the Pace Gallery invitation itself something that wouldn’t be at all out of place as an art gallery exhibit.