Paint and vinyl print on MDF
Commissioned by ITV
Commissioned as part of ITV Creates in 2019, a year-long project inviting 52 artists to reinterpret the ITV logo, this work reimagined the ident as an immersive, walk-in environment. Rather than existing solely as a broadcast graphic, the logo expanded into a constructed spatial installation.
Composed of painted and vinyl surfaces across three enclosing walls and a floor, the installation formed a chromatic chamber. The familiar curves of the ITV lettering stretched, fragmented and intersected across planes, shifting from bold graphic forms to layered gradients and grid structures. The palette moved from references to black-and-white broadcast toward saturated digital colour, suggesting a transition from analogue television to contemporary screen culture.
Conceived as a “walk-in TV,” the work translated a screen-based identity into physical architecture. Visitors stepped inside what would ordinarily remain an image, occupying a space where logo, environment and stage set converged. In March 2019, the work was also broadcast as an ident across all ITV channels, returning the installation to the screen and completing a cycle between material space and televised image.
By extending a corporate ident into immersive form, the work foregrounded the construction of visual experience. It positions broadcast graphics not as fleeting surface, but as spatial systems that shape how contemporary life is staged, framed and perceived.
