Exhibitions | Building on 3D Lettering

Terracotta lettering
facade, for Hackney
Empire Theatre, London,
UK, by Tim Ronalds
Architects
with Richard
Ho
llis
, 2004

© Hélène Binet



3D Lettering on Buildings
Museum für Gestaltung Zürich
Zürich | Switzerland
7 December 2018 > 14 April 2019



Superbüro’s oak
floor number for the
new building at
Neue Volksschule
Brünnen, Bern-West,
Switzerland, by Ernst
Gerber Architekten

and Urech Architekten,
2015 > 2016

© Superbüro



This is how a random bunch of international, commercial businesses enthusiastically advertise the attractions of 3D signage on buildings:

‘3D letters give building signs depth and impact… A 3D lettering sign gives a building a sense of permanence… 3D signage catches the eye by standing out… 3D signs are a great way to add depth and texture to your signage… 3D lettering and 3D logos add an element of sophistication and individuality to your business… If you’d like your 3D signage to stand out, even more, we offer face-lit and reverse-lit lighting options… 3D building signs are a fantastic and great-looking way to brand your building… 3D signs provide that extra visual connection with a building’s occupants… 3D signage can help your business stand out from the crowd… 3D signs give a professional and high-class look… 3D signs can be static or illuminated to help create a modern professional look for your building, reception area or store… 3D signage looks great on monument signs or also on a building… Our eye-catching 3D building lettering will guarantee your signage and brand stands out from the crowd… 3D signs are ideal for commercial building signage, as attention-grabbing retail signs or for creating a strong brand identity in your office reception signage…’

In contrast, the dead-pan title of the forthcoming show, 3D Lettering on Buildings, may sound uninspiring. However, the Swiss are masters of the understatement; what at first sight appear to be low-key exhibitions turn out to be – much like the subject matter of this one – hugely impactful as well as fascinating and informative.

Lochergut, illuminated
lettering sculpture
by Olaf Nicolai on
the Grand Café
Lochergut building,
Zürich, Switzerland,
2006, (modified, 2016),
by Pool Architekten

© Marcel Meury



Detail of Vai com
Deus
(sayings about
God) in applied
relief for a chapel
converted into a gallery
in Lisbon, Portugal,
by R2 Design, 2008

© R2 Design



Detail of biogas
station facade panels
made of Nabasco, in
Dinteloord, Netherlands,
by Studio Marco
Vermeulen
, 2013

© Ronald Tilleman



Although the title gives no clue, the 24 international examples included – all produced during the past twenty years – relate to specific architecture and its surroundings, and are the result of architects and artists, working together in interdisciplinary teams to create bespoke 3D lettering for buildings. For example, Beat Keusch Visuelle Kommunikation collaborated with architects Herzog & de Meuron on signage for Basel’s REHAB Centre for Spinal Cord and Brain Injuries. Respected British designer, teacher and author Richard Hollis worked closely with Tim Ronalds Architects, who undertook the restoration of the Hackney Empire in London, devising giant terracotta letters for its façade. Meanwhile, Pool Architekten asked the German conceptual artist, Olaf Nicolai, to construct a unique 3D light sculpture for the Grand Café Lochergut building in Zürich.

Facade lettering by
Beat Keusch Visuelle
Kommunikation
,
on the new REHAB
building, Basel,
Switzerland, by Herzog
& de Meuron
, 2007

© BKVK



While acknowledging the obvious fact that 3D signage, in the form of recessed inscriptions and bronze letters has been around since ancient times, the exhibition’s organisers demonstrate that new production techniques such as 3D printing and 3D milling, as well as new ways of using conventional processes and materials, are being combined and experimented with to produce signage that fulfils all of the promises made by the commercial businesses, above, with a more thoughtful approach that is pushing hard against creative boundaries.

As well as architectural photographs, some of which we show here, 3D Lettering on Buildings at the Museum für Gestaltung Zürich features a range of scale models, prototypes, documents and films illustrating the creative, manufacturing and installation process.

Photos courtesy Museum für Gestaltung Zürich


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