Config 2024 concourse mural with attendees

Summary

The identity's shape language blown up to architectural size as a painted concourse wall, photographed with attendees walking past so the scale reads immediately.

Visual description

A wide interior shot under a grey slatted ceiling with recessed downlights and a grey and beige striped carpet. The far wall carries three enormous flat shape compositions separated by gaps of bare white wall. Left: a yellow rounded rectangle holding a green hexagonal arrow with a blue capsule inside it. Center: a navy rounded square with a pale diamond and a bright blue square nested at its middle. Right: a red four-lobed clover on yellow with a pink square and a blue circle at its center. Twenty or so people cross the frame in both directions, most carrying totes and backpacks, one yellow tote at the right printed with the conference logotype in navy. Nobody looks at the camera; the mural fills the top two thirds of the frame while the crowd occupies the bottom third.

Key takeaway

Leaving generous white wall between three separated shape compositions keeps a huge mural from feeling like wallpaper and gives each form room to read as a single gesture. The branded tote in the crowd is the only piece of typography in the shot and it is enough to identify the event.

Reuse notes

Useful reference for conference environmental design and for photographing a brand in situ rather than as flat artwork. The composition depends on shapes big enough to survive people standing in front of them, so it will not translate to detailed or line-based marks. Good companion image to a facade or signage shot from the same system.