Solomon R. Guggenheim Museum, New York, 2012
Honorable Mention, American Alliance of Museums
Graphic Designer

Maurizio Cattelan’s “All” Exhibition Brochure

For Maurizio Cattelan: All, a critically noted retrospective that transformed the Guggenheim’s rotunda into a dramatic installation of nearly 130 works, I designed the exhibition’s sole piece of didactic material: a folded brochure that functioned as both guide and artifact. The concept originated from a preparatory drawing by Cattelan’s team, depicting the monumental hanging installation suspended through the Guggenheim’s rotunda.

I transformed this drawing into a double-sided folded poster, presenting two perspectives of the installation—each revealing different artworks suspended in space. A numbered system corresponded to individual works, allowing visitors to navigate the exhibition intuitively. Minimal curatorial text was placed at the top, providing context without interrupting the visual impact.

The result was a restrained yet powerful object—part map, part poster, part souvenir. Designed to be taken home and displayed, the brochure was recognized by the American Alliance of Museums with an Honorable Mention for Best Exhibition Brochure.