The Clock by Swiss-American artist Christian Marclay is a 24-hour video installation, composed of thousands of fragments found in cinema and TV scenes that refer to the time of day. The work received the Golden Lion at the 54th Venice Biennale in 2011, and has since taken thousands of visitors to dozens of museums around the world.
For the exhibition foyer at the Instituto Moreira Salles in São Paulo, the communication design was conceived as a contemporary version of old cinema signs, with three-dimensional letters supported by horizontal shelves. GT Haptikwas chosen for two reasons: its geometric letters, especially the O that we cut and turned into a C, slightly rotated for its two appearances in the word “CLOCK” (as a reference to the passage of time); and the absence of overshoots in the capitals, which made the lettering installation easier. In addition, a tabloid with the same graphic identity was designed, featuring an exclusive interview with the artist.
Timelapse of the installation of the wall lettering.