GOLEM has reimagined the interior of the Superzoom art gallery in Paris into a pleasure pink bubblegum lair.
ABOUT THE STUDIO
Founded in 2021 by Ariel Claudet, Golem acts on both the digital and the physical realms through various means such as architecture, visual art, stage design, augmented reality and metaverse-specific architecture all reflecting its holistic approach to Design.
When GOLEM was approached by the gallery ( the gallery is located in the historic district of Le Marais which has the highest concentration of contemporary art galleries in the French capital city.)
The team knew in order to make this space really stand out, crucial questions needed to be asked:
Where does Superzoom come from?
Where is Superzoom now?
Where is Superzoom going?
Followed a series of fruitful debates, discussions and personal stories. Golem was able to reconnect to the origin of Superzoom and here are some insights they found;
“Pink is the colour”
Besides the bright bubblegum colour choice, there were some really meaningful aspects that needed to be considered to make the space an overriding success.
- The space needs to be iconic and reflect the vibrant tribe formed by the gallery managers and their artists.
- Nightlife and moreover the techno scene, where most of the social interactions between this tribe happen, have to be celebrated.
- Sweet rounded shapes and smooth surfaces should show people that they are welcome, help them feel comfortable and encourage them to stay.
- The whole project has to celebrate openness, a core value shared by Superzoom & GOLEM.
THE TEAMS APPROACH
For Superzoom’s architecture, GOLEM has flipped upside-down the classic and elitist sequence of an art gallery, offering visitors a new pleasure-driven experience and the gallery managers three spatial tools for a large range of curatorial approaches.
ENTRY THROUGH THE DIRECTOR’S OFFICE
Instead of entering through an intimidating solemn white cube where silence is king, all visitors enter directly through a warm and cosy open-to-all director’s office.
AN ACOUSTIC THRESHOLD
In this pink den, electronic beats spring through the integrated sound system and bounce on the art, on the inviting bench and on the pink synthetic grass carpet, all contributing to the room’s acoustic comfort.
THE WHITE CUBE
After having been introduced to Superzoom’s vibe and curatorial line, visitors enter the next room, the white cube. However built under O’Doherty’s fundamental rules, the white cube is limited to its two-dimensional surface and a pink perforation is always visible wherever you look.
Finally, the last room closing the loop at the end of the sequence is an open storage visible to all.
THREE ROOMS, THREE CURATORIAL TOOLS
The three rooms, the director’s office, the white cube and the open storage offer the gallery managers a lot of freedom for their exhibition design.
For example, a solo show can happen in the white cube while other artists are shown in the director’s office and the open storage without disturbing it.
All the furniture and the wall between the white cube and the director’s office are mobile and can be removed for different types of exhibitions or to turn the place into a party venue.
The pink colour has always been Superzoom’s signature colour. After helping the gallery managers to find the perfect shade, GOLEM has extended this principle in designing a table that can travel with the art to fairs, making Superzoom’s booth always distinguishable from other galleries.
Photography: Cyrille Lallement & Aurelien Mole