Frieze Art Fair Maps

  • Elena Etter
  • Jeff Ko

Information design pieces for the guide maps at Frieze Art Fair. The fair welcomes over a hundred galleries in every edition, so a clear guide is essential to visitors. The physical space is divided by colour-coded sections, corresponding to the layout on the printed piece for easy recognition of areas and curated sections. Using the custom font Frieze Sans and Univers Condensed, the layout is efficent at small sizes whilst retaining a unique tone and character. The map aims to not only be a successful piece of communication design but also have visually pleasing aesthetics, encouraging rather than intimidating the user as they make their way in a crowded environment.