Here: Lies, Truth...
SomeOne has created the branding for SPYSCAPE, a new brand on a mission to empower people to see themselves and the world more clearly. To do this, SPYSCAPE creates content and experiences that educate and entertain across physical and digital channels.
The brand’s first public expression will take the form of an epic museum located in New York.
Set to open in December 2017, the 60,000 sq ft museum, based in midtown Manhattan, will immerse visitors into the secretive universe of espionage through one-of-a-kind exhibitions featuring dynamic storytelling and individualised experiences.
Adjaye Architects created a diverse range of exhibition spaces housed within bespoke pavilions, each concentrated on 7 distinct themes. The exhibition arrangement plays with user’s perceptions, with partially obscured interstitial circulation spaces that open up into immersive, fully interactive multi-media environments. Each pavilion, including a weathered steel drum with bespoke curved paneling, features a distinctive design and material palette crafted around its unique content.
'This is a brand that is tackling one of the greatest topics of our time. Privacy. Their approach is both erudite and entertaining. The new branding to helps manage their reputation and stimulate curiosity in the audience.’ SIMON MANCHIPP FOUNDER, SOMEONE
SomeOne worked alongside OneDotZero, who both ran the creative pitch and helped advise and curate the project. As well as the growing SPYSCAPEdesign team headed by Ross Phillips.
Adjaye Associates’ design for the 60,000 sq ft space draws from the architectural language of the most significant spy organizations, and inverts the traditional relationship between building and town - essentially establishing a small town within a building. Varied strategies establish spaces that continually shift the visitors vantage point and prioritize the experiences of discovery and observation, using lighting, screens and transparencies between floors.
“It has been exciting to work with a client as truly innovative as SPYSCAPE,” said Lucy Tilly, Associate Director of Adjaye Associates. “Thanks to their forward-thinking vision, we have been able to challenge the traditional museum typology with a design that embraces state-of-the-art interactive technology to create a visitor experience that truly straddles the physical and digital worlds.
‘The branding centres around the strategic position of taking nothing for granted. So we developed the brand’s ‘Question Everything’ tagline' JAMIN GALEA, DIGITAL DESIGN DIRECTOR, SOMEONE.
The typeface is unusual as it consists of three cuts that can be connected. Two ‘redacted’ cuts show only part of the letterform, but often enough to distinguish what character it is. The Third cut is a complete letterform that can either be used to hint at the remaining stroke, or used in its entirety for total clarity.’ EMILY JAMES PROJECT LEAD DESIGNER AT SOMEONE.
SomeOne also developed the way finding systems for use in the museum, and the bespoke typefaces run as a theme throughout the experience, from informative panels to decorative additions to the architecture.
The brand messaging was developed by SomeOne and ReedWords and has been deployed across a wide selection of new Museum merchandise which will go on sale when the Museum opens in December 2017.
The online experience has been developed by SomeOne, Else & the SPYSCAPE Studio.
Location: 928 8th Avenue. New York, NY 10019 (entrance on SE corner of 55th St)
Pricing: General (date & time specific): $39 adult ($32 child, $30 concessions)
VIP Admission (immediate entry): $59 adult ($52 child, $50 concessions)
Opening: December 2017
Hours: Open daily 10:00 am – 8:00 pm. Last entry 7:00 pm.
Visit duration: 1.5-2 hours
Size:Over 60,000 sq ft