Type/Dynamics

Stedelijk Museum presents an exhibition showcasing work by graphic designer Jurriaan Schrofer in combination with a presentation by the Dutch graphic design practice Lust.

Type/Dynamics
Jurriaan Schrofer (1926–1990) was a graphic designer, experimental typographer, pioneer in the design of corporate identity, art director of the architectural journal Forum, lecturer, and arts administrator.
He is considered one of the Netherlands’ most influential graphic designers of the postwar era. Schrofer worked in all genres and modes, from designing publicity materials to establishing house styles for magazines.
Type/Dynamics
Stedelijk Museum, “Type/Dynamics”

Frederike Huygen’s recently published doctoral thesis on Jurriaan Schrofer inspired the Stedelijk to organize the exhibition.

Curator Carolien Glazenburg said: “Jurriaan Schrofer made a vital contribution to professionalizing the graphic design field. The publication of Frederike Huygen’s doctoral thesis is wonderful. It highlights not only Schrofer’s work, but also the important posts he had. It’s a fascinating portrait of the era.”

Type/Dynamics
Stedelijk Museum, “Type/Dynamics”

Huygen calls Schrofer “a computer designer of the pre-computer age” his hand-created, visually dynamic work looks as though it was designed with mechanical aid. But his working methods far predate the technology graphic designers would later rely on.

Schrofer experimented with spatiality on the two-dimensional plane with letters and typographical elements.

Type/Dynamics
Stedelijk Museum, “Type/Dynamics”
The exhibition is installed in two galleries of almost identical size within the Stedelijk’s design circuit, and are designed as a conceptual reflection of one another. The first gallery features work drawn directly from Schrofer’s extensive archive. A presentation by graphic design studio Lust occupies the second gallery and plays off and responds to Schrofer’s designs. Although both bodies of work share visual similarities, the underlying processes are poles apart.
Stedelijk Museum, “Type/Dynamics”
For Lust, the computer is an indispensable tool. The designers are noted for their expertise in cutting-edge exploration of how new media and technologies overlap with traditional practice. With LustLab, the studio’s new research and development arm, they provide a platform for sharing knowledge and ideologies.
Type/Dynamics
Stedelijk Museum, “Type/Dynamics”

Lust’s presentation is an interactive installation filling every wall with projections.

The walls react variously to data and the presence of visitors. In the Schrofer gallery, hundreds of designs from the typographer’s archive are presented on a pair of screens.

The presentation at the Stedelijk compares research modalities in the pre- and post-digital ages: What can be achieved with dynamic typography today in contrast to earlier manual techniques? The exhibition offers a glimpse of how typography may evolve in the future.


until February 9, 2014
Type/Dynamics
Jurriaan Schrofer/Lust
Stedelijk Museum
Museumplein 10, Amsterdam

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