Parall(elles)

Organized in collaboration with the Stewart Program for Modern Design, the Montreal Museum of Fine Arts’ Parall(elles): A History of Women in Design is a major exhibition that celebrates the instrumental role women have played in the world of design through a rich corpus of art works and objects dating from the mid-19th century onwards. Paprika created a brand signature that emphasized the word “elles” (feminine pronoun in French) in the exhibition title: the campaign was designed using Charlotte Rohde’s typefaces, and detailed close-ups of the artworks were shown in large format. Ruth Glennie’s gleaming Fancy Free Corvette or Katie Stout’s Sphinx dominate the blank canvas. Parall(elles) examines the reasons why women are underrepresented in the history of design and encourages an expanded understanding of what constitutes design.