Title: Tate Modern
Client: Peter Saville, Herzog & de Meuron, and Tate Modern
In early 2015 Peter Saville, Morph, and Paul Hetherington collaborated to explore a new visual identity for Tate Modern, which was to coincide with it’s re-launch and opening of the new extension designed by Herzog & de Meuron.
“Peter Saville’s three-dimensional interpretation of Tate Modern marks the opening of the gallery in it’s new form on 17th June 2016. The opening of a major extension to the original museum would be a cause for celebration in itself, but the purpose of the commission, an image to work across Tate communications, was to convey the message that the larger building is a single entity with new parts that are a natural growth from the original. The composition has a vitality and sense of movement that express this evolution. Originally conceived as a digital sequence from which a multiplicity of views could be derived the work has a sense of being experiential as the viewpoint moves around the building. The success of the digital image led Saville to make a three dimensional version”