The «Botanical Greenhouses» Culture Hub is a modern cultural center housed within a historic space—a point where various art forms intersect. The complex hosts exhibitions, cinema, lectures, art mediations, and programs for children and families.
After exploring the space, two metaphors emerged. The first is about germination: much like in a greenhouse, ideas, thoughts, and creativity begin to sprout and reach upward, gradually taking shape. The second is about multifunctionality: the complex hosts a multitude of events of different formats for various audiences simultaneously.
Every event in the KV K «Botanical Conservatories» is like a sprout: ideas, thoughts, and creativity germinate and flourish here. This metaphor of sprouting connects the diversity of the complex’s formats into a unified visual language, where organic patterns are composed of activity modules.
Initially, modules emerged to denote different types of interaction with space: watching, listening, observing, exploring, and interacting. These same modules generate organic patterns—they reference the name «greenhouse» but do not directly illustrate a plant, as requested by the client. Thus, form (sprouting) and content (the diversity of activities) become one cohesive whole: the pattern is literally composed of the complex’s events.
The logo is constructed from the same modules as the original and remains closely related to it—this maintains continuity while adding a sense of modernity and harmony.It functions in the brand colors, as well as in black and white, ensuring it is recognizable on any medium.
Patterns are born from real black and white images: Processing reads the contrast of the original image and places saturated modules on dark areas, and airy ones on light areas. This allows new stylistic elements to be assembled quickly and within a unified logic. A web tool based on Processing has been developed for creating new compositions.
Typography within the system is as vibrant as the patterns. Fine text embeds itself within larger words, pushing them apart from the inside, while modules are inserted between letters, causing them to yield like giving way to a natural phenomenon. Thus, the text lives by the same laws as the entire visual language.
The visual language reads as sophisticated and multilayered—it supports the historical, museum-like atmosphere of the space while feeling contemporary. The photographic style is black and white, with a subtle pixelation effect, which harmonizes with the system’s modular foundation.
Form and content become one: the pattern sprouts from activities
