Plumbing the System
Dutch Pavilion at the 18th International Architecture Exhibition
La Biennale di Venezia, 20 May – 26 November 2023
Graphic design, wayfinding and campaign commissioned by Nieuwe Instituut
Curated by Jan Jongert
Graphic design and typography by Roosje Klap, with Nora Békés and Maïwenn Brochen
Scenography by Yannick Verweij
Exhibition photos by Cristiano Corte
Featuring the work of Jan Jongert and the intricate drawings of cartographer Carlijn Kingma, the Dutch Pavilion aims to show how alternatives might work on a macro scale while attempting to enact (and test) real changes on a micro level – offering a site where global thinking and local action can meet.
For the design we created an identity of rounded shapes and blue and yellow, to contrast with the geometrical shapes of the Dutch pavillion, designed in 1953 by Gerrit Rietveld. They represent the systems in society in the memory of the ideas of Frank Van Klingeren (1919-1999): with a removal of walls and mixing of functions, it could centralize openness and meeting, also known as ‘ontklontering’ (or: the ‘de-cluttering’).