How do you create the atmosphere of a slick boutique and cultivate waves of uncontrollable desire when your shop doesn’t actually have a physical space? This was the challenge faced by online gallery Oldhaus, which specialises in selling limited-edition art, design and ceramics. The answer appears to be getting Naranjo-Etxeberria on the case, as the Madrid-based studio has just developed a sophisticated new identity for Oldhaus that has got us reaching for our credit cards.
The strength of the identity lies in the pairing of an esoteric, midcentury-inspired typeface with slick, fashion-led art direction. To develop Oldhaus’ identity Naranjo-Etxeberria dispersed five brand values through different parts of the project: unique (by forming the new typeface); elegant (with classic secondary typography); personality (through the restrained colour palette); sensitive (with the unconditional yet perfectly balanced composition); and aspirational (using the photographic language), N-E’s Diego Etxeberria tells It’s Nice That.
The new typeface has been crafted by merging two existing fonts, cleverly nodding to the two aspects of Oldhaus’ business, Diego explains. “We represented the functionality of midcentury furniture by using the consonants and punctuation marks of Helvetica,” he says, “while the more artistic side is represented through Ace Lift, using the vowels and numbers – the most creative part [of the alphabet] learnt in childhood.”
N-E tasked Nacho Alegre, creative director of Apartamento magazine and art director Ana Dominguez, with developing the photography for the site. “Having no physical gallery, the goal was to transmit desire through the images, treating each object as an art piece in itself,” says Diego. “The photos themselves became artistic works that would generate devotion.” We can confirm that the project has the desired effect. Visit the site at your own risk.