BozarShop Identity

BozarShop is the museum shop of Bozar, the centre for Fine Arts in Brussels. It features a wide range of art books, CDs, DVDs and magazines. Base is a partner in the store and collaborated with architects Lhoas & Lhoas on the retail design, while also developing its identity with the goal of attracting a broad audience. Working within a tight budget, Base combined homemade imagery (snapshots) with a very simple typographic composition and direct copywriting. The result was fun, friendly, a bit like YouTube, real, and undesigned. This mindset and aesthetic is reflected in all BozarShop’s communications and merchandising.