A krása bude!
ChallengeDesigning the exhibition identity for There Will Be Beauty! at the Liberec Gallery required balancing irony with gravity. The brief asked us to reveal Milan Kunc “behind the curtain”. His inner world as well as the layered meaning of his works. The title itself, echoing the cadence of communist slogans, invited a paradox: bold, propagandistic optimism turned inside out. Our challenge was to create a system that felt monumental and authoritative, yet playful enough to undermine itself. Mirroring Kunc’s lifelong critique of ideology, consumerism, and excess.
SolutionWe built the visual identity on the foundations of socialist-era poster aesthetics: commanding type, strong verticality, and declarative slogans. But instead of leaving the surface intact, we allowed it to collapse, peel, and fracture. Exposing new layers beneath. This act of revealing became central to the exhibition’s language: the modernist “propaganda” façade disintegrates to uncover Kunc’s vibrant, ironic, and deeply personal works. The same principle extended into the exhibition catalogue, where the rigid structure gradually breaks apart, opening portals into his layered artistic universe. The result is an identity that is both monumental and fragile. Echoing Kunc’s wit, critique, and his position between exile and homecoming.