IVAM — the Institut Valencià d’Art Modern — is evolving its identity to reflect an institutional transformation already underway, as it strengthens its position as a leading European contemporary art museum.
Built around the concept of A New Dimension, the project understands art as an experience to be lived rather than simply observed.
Inspired by the architecture of the museum and the idea of multiple perspectives, the visual system uses distortion, colour and space to create a living identity that evolves across physical and digital environments.
More than a new image, it is a new way of experiencing art.