Hemisphere

The exhibition was the first of its kind in the UK to reflect the power and potential of psychedelic art within the cultural and political context of the 1960s and early 1970s, exploring the unprecedented exchange between contemporary art and the popular, commercial and protest culture of the period.

Featured artists included Andy Warhol, Yayoi Kusama and Verner Panton, with exhibits across a range of media, including film, photography and video. The significance of graphic design, particularly in the fields of music and performance,were showcased, with special emphasis placed on the creation of environments, enabling visitors to interact with large-scale installations.

The design of the exhibition took its influence from the fluid, organic shapes of psychedelic art in the 60s and 70s, and includes a bespoke tunnel entrance, a typographic wayfinder that weaves its way through the space and a series of specially constructed curved walls to create distinct areas within the exhibition.

Hemisphere also developed the campaign identity for the marketing of Summer of Love, which paid homage to the freehand psychedelic typography pioneered by the likes of Wes Wilson and Victor Moscoso. This fluid style appeared in all promotional materials and marketing messages, including press, outdoor and direct mail.