Do Not Design for Print Room - reshaping the perceptions of a photography bookstore while enriching the customer experience

Print Room by DECK

Services

Brand Positioning

Creative Direction

Design Direction

Creative direction

Yanda

Design & Art direction

Edward Harland

A project by Do Not Design

DECK is an independent art space that champions for photography enthusiasts in Singapore and Southeast Asia.

Within DECK is Print Room. A space dedicated to an assemblage of works from new and established Southeast Asian photographers. Each quarterly showcase is curated based on theme and distinctive artistic creation. (The first of the quarterly showcases, COLLECT, features Hanging Heavy On My Eyes by Ang Song Nian, With Nature and a Camera by Robert Zhao Renhui, and Ways To Tie Trees by Woong Soak Teng.) The modular gallery space functions as a repository for art institutions, offering a platform for both professional and amateur photographers to come together, mingle and be inspired in a celebratory fashion.

The outlined strokes depicts the building blocks of each letterform, a resemblance of a framework to preserve the true form of Print Room. This rings synonymous to Print Room’s value of preserving the authenticity of photographic prints. The genesis of Print Room’s identity is a modular grid which is applied across all digital and printed platforms.

Print Room Display. To distinguish the year-long programme from DECK’s existing branding, a bespoke typeface, Print Room Display was conceived to set itself apart as an independent and exclusive space.

The previously steel beams in the gallery spaces are replaced with wood for a more cohesive and congruous interior blend between the bookshop and gallery. Introducing a wood cladding also exudes a warmer ambience, creating a holistic and welcoming environment for visitors to patronise and experience.

To distinguish the year-long programme from DECK’s existing branding, a bespoke typeface, Print Room Display was conceived to set itself apart as an independent and exclusive space.

Based on our analysis, observations have shown that a significant amount of visitors are unaware of ongoing exhibitions held at DECK leading to patronising visits. As such, a wooden signage was implemented to ease visitor navigation by pinning ongoing exhibitions/ events.

Do Not Design

Work with us — write to we@donotdesign.com