Mathaf Case Study

Ambition

When the Qatar Museums Authority (QMA) and the Qatar Foundation (QF) partnered to adopt His Excellency Sheikh Hassan bin Mohamed bin Ali Al Thani’s private collection of over 6,000 pieces of Modern and Contemporary Arab art, their objective was to build an institution that would instigate an Arab art movement in the world. To become the leading voice on Arab Modern and Contemporary art in the region and beyond, facilitating interest and dialogue about Arab Art between artists, scholars and the general public.

Action

Wolff Olins partnered with the QMA and QF to help build the entire brand for the Museum. We took a deep dive into the growing world of arts in the Arab world, met with artists, scholars and art enthusiasts from the region, and mapped out the international competitive set. Based on these insights we developed the brand idea “Ideas Welcome” where art is inspired by ideas and ideas are inspired by art. The ambition was to create a digital museum with a physical space, where people can engage with art beyond the physical space in Doha, Qatar. We worked with poets, artists, and culture experts to create the new brand identity, the new name Mathaf (Museum in Arabic), and two typefaces both in Arabic and English. We designed the digital experience including website architecture, wireframes and layout. We worked closely with the architect to craft a holistic museum experience. We produced thought-provoking items for the museum gift shop and created a range of marketing collateral and advertising campaigns.

Impact

Mathaf opened on December 30, 2010. As of February 2011, the museum had already 2,000 fans on Facebook and strong interest from the region. H.E. Sheikha Mayassa complimented Wolff Olins for having built such a strategically considered and cohesively delivered brand: “I believe the arts and Mathaf have a role to play in building a new identity for Qatar, but one that’s rooted in tradition.”

Mathaf was selected by AIGA as outstanding design produced in 2010. The work will appear in the AIGA Design Archives http://t.co/2NjJt3i

@WolffOlins

We are so proud of our work with Mathaf: Arab Museum of Modern Art and it just won the Brand New Best of Show Award! http://bit.ly/fiyohK

@WolffOlins
Mathaf

Mathaf

Mathaf wins Brand New award

Mathaf wins Brand New award

The UnderConsideration award is a judged competition that celebrates the best identity work produced around the world during 2010 and is a direct extension of the blog Brand New. The BNAs reward the most successful collaborations between a client and their designer, design firm, brand consultancy or creative team. Mathaf: Arab Museum of Modern Art, which opened in Qatar in December 2010, was created in collaboration with Wolff Olins. To read more go to http://www.underconsideration.com/

“A Smithsonian In The Sand”, The Economist

AIGA win for Mathaf

AIGA win for Mathaf

AIGA, the global design institution with over 20,000 members across the world, reviewed more than 1,000 entries to find examples of outstanding design produced in 2010. The jury of "365: Design Effectiveness 2011" selected Mathaf as one of the winners. The jury's selections will be mounted as a public exhibition at the AIGA National Design Center, and become part of the AIGA Design Archives now housed at the Denver Art Museum. Read more

Mathaf

Mathaf

Mathaf is now open

Mathaf is now open

Today marked the opening of Mathaf, Arab Museum of Modern Art in Doha, Qatar. With over 5,000 pieces spanning 100 years of Arab Art, Mathaf is the world's leading voice on Arab modern and contemporary art and is poised to become a vital center for dialog and scholarship in the region. Various partners worked together to create the Mathaf brand with a unique ambition, name, identity and digital presence. See more at mathaf.org.qa

Mathaf

Mathaf

Brand New Awards donation - NYFA