Mai 36 Galerie website
Representing contemporary artists for 30 years
Established in 1987, Mai 36 Galerie is an international contemporary art gallery, based in Zurich, Switzerland. For 30 years, the gallery has been representing conceptual visual artists such as John Baldessari, Thomas Ruff, Lawrence Weiner, Paul Thek, Robert Mapplethorpe, Matt Mullican, and many more.
In order to develop its visibility and assert its authority in a global art market, Mai 36 Galerie needed to completely revise its digital presence.
The new website is a communication platform showcasing the gallery’s rich exhibitions curated in situ or at international fairs. In addition the website offers a visually rich experience that highlights the body of work of each artist, tells their story, and enables art collectors to connect with the gallery.
A gallery is defined by the artists it represents. Powered by a backend developed by AREA 17, the website offers a refined and immersive user experience with a focus on artists and their artwork.
An enrich “view in room” feature allows users to preview all artwork in the physical context of the gallery’s exhibition space or in the showroom space. To generate leads and drive conversion, a permanent access to a contact form allows potential buyers to quickly get in touch with the gallery and enquire about a specific artwork.
A singular weight of Theinhardt, a swiss grotesque sans-serif, is used eloquently throughout the website. The typography is open and loosely tracked to create an unobtrusive surrounding to artworks. The conscious use of white throughout is juxtaposed by a spectrum of soft, pastel-toned colors used to individualize each artist exhibition or art fair, with each forming its own subtle identity.
To expose the longstanding and continuous collaborations between the gallery and its artists, the new website offers a unique timeline experience that let the user browse through each artist’s milestones and past shows at the gallery — a visual journey in the gallery’s legacy of contemporary art exhibitions.
To promote and sell Mai 36 catalogues and art publications, the new website presents a simple listing of all publications that can be filtered by artists. Each publication can be bought online via a simple checkout feature.