Large neon letters served as an eye-catching visual metaphor for the Auckland Museum’s LATE campaign, the concept being to signal that the museum was open late. Each letter in the word was aligned to the typography of the museum campaign and individually positioned in a Perspex cube. This enabled them to be physically arrayed or stacked in various configurations. Each neon letter was programmed with an RGB sequence for multiple executions. Communicating the content of the campaign, the letters became symbols of the museum’s strategic repositioning.
Auckland Museum, Auckland
Alt Group, Auckland
Dean Poole, Aaron Edwards, Tony Proffit, Max Lozach