The Big 4

Channel 4 wanted to create an iconic sculpture that would sit outside its headquarters and serve as a platform for various artists to interpret the brand. It had to be innately flexible, essentially serving as a blank canvas, yet also complement the architecture of the building. Freestate met the challenge by proposing a beautifully distended exoskeleton of the Channel 4 logo. The idea was to reference the perpetual motion of the on-air identity while creating a structure neutral enough to be manipulated in different ways by individual artists. As one travels around the structure, the parallaxing elements of the logo appear to come together and move apart.