The challenge

The art world is poised for sweeping transformation, and Pace is at the forefront. The gallery has long been a leader in sharing inventive, experiential, and conceptual art. Now entering its sixth decade, Pace is redefining the role of the gallery in contemporary culture, and this fall they opened an enormous, gorgeous, and accessible space in the heart of New York’s Chelsea arts district.

Pace came to Instrument looking to level-up their digital properties as their global footprint expands.

We worked with Pace to match the gallery’s grand vision for the future — global growth and public access to transformative works of art — with a dynamic digital system. Part experiential platform, part editorial hub, part sales-and-marketing tool, part launchpad for future projects, our work sets Pace up to blossom in a new era.

Showcase the work

There is no substitute for viewing art in person; standing before a great work of art is the ultimate interactive experience. It moves as you move. It changes as you change. You peer at it, and it peers back. Our design team met this challenge and worked to focus users on high quality imagery and photography at just the right size, with minimal UI.

We made a few brand updates to transmit the gallery’s poise and elegance, letting Pace’s thoughtful, empathetic individuality and service-oriented philosophy come through in carefully considered interactions. We updated the gallery’s typography in English and Traditional Chinese, and we designed an economical yet flexible component system to effectively represent Pace’s diverse roster of artists, helping the site’s content editors create beautiful new pages with ease.