Next Wave 2011

The leading contemporary performing arts festival in the US — presenting an array of contemporary dance, theater, music, visual art, and film that showcases work by emerging artists and innovative modern masters from around the world.

While the oldest arts institution in the country, BAM is committed to the next generation of artists. The festival brochure needed to reflect forward-thinking happening on stage. I decided that the best way to sell art is with art. The brochure should mimmic the avant-garde nature of the festival, and transcend marketing piece to become what I dubbed “the coffee table brochure.”

I chose to make a drastic departure from past season brochures by moving towards a more editorial format. While editorial in dimensions, we cut the text in half. This lead to a drastic increase in page real estate leading to the conservation of the nearly extinct “white space.” An added page count allowed for a smooth transition from one performance to the next, with interstitial spreads devoted solely to image and quotes from the artists.

This brochure resulted in the largest single day of ticket sales in institution history, and the strongest pre-season ticket sales ever for the 30-year-old festival.

 

 



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