2006—2008

Théâtre et Auditorium Poitiers — TAP! TAP! TAP!

Scope

Editorial, Exteriors, Identity, Interiors, Signage

Client

Poitiers City Council

This was a global project involving identity and communication, a signage system, and colour study of the Théâtre et Auditorium de Poitiers (Poitiers Theatre and Auditorium) building in partnership with the building’s architect, João Luis Carrilho da Graça.

The concept for the general development of the work started with the initial description of the architectural project: “two sound boxes”. This led us to the graphic use of sounds expressed through words (onomatopoeia), to the Dada movement of the futurists, with words and letters composed with express graphic intentions.

The building was called “TAP”, as a contraction of the initials (Théâtre et Auditorium de Poitiers) and which also refers to Molière’s three blows at the beginning of a play – TAP! TAP! TAP!

Yellow, as the building’s main colour, is simply the result of the luminous vibration it emits, being a clear differentiating factor in the town of Poitiers. Following those of the building, the colours used are black and yellow.

The signage is based on large-scale typographic compositions, in order to be seen by everyone in the space, even with a “full house”, where some letters move from their place in the word, distancing and isolating themselves, but always maintaining legibility.

Moreover, in the space surrounding the building various related signage supports were designed.

To announce the season’s events, studies were carried out for an exterior video projection, on the building’s glass envelope, simulating a deconstructed screen, with moving images. In addition to the naming and creating the visual identity of the building, some features were also applied to various graphic supports.