How do we fight unsightly advertising signs in urban developments, and at the same time restore old buildings worthy of attention and prominence? Here is an example. The duo of artists S.C Szyman and Maciej Połczyński, under the guidance of the Traffic Design association, performed a redesign of one of Gdynia's modernist townhouses, which features the iconic "Desdemona." The effect is impressive.
Another noteworthy project in urban space carried out under the guidance of Gdynia Traffic Design. Two artists S.C Szyman and Maciej Połczyński refreshed one of Gdynia's tenements, specifically the one known as "Panta Rei", where the iconic "Desdemona" is located. By the way, advertising signs disappeared from the building.
"Panta rei" was built before the war by the company of the same name and is one of the examples of Gdynia modernism. The Traffic Design Association was approached by Desmart Agile Software House to carry out the redesign. The tenement, like many such buildings, had been overtaken by visual chaos in recent decades.
The tenement's redesign involved clearing the facade of disfiguring advertising, as well as cleaning up the visual identity of the entities operating here. In addition, new elements were introduced: the main "Desdemona" signboard, a business card sign for entrepreneurs operating on the upper floors, a gate, a lamp, and a sidewalk slab with typography.
Panta Rei sidewalk slab
© Traffic Design
The project was curated by Jacek Wielebski of Traffic Design.
S.C Szyman is an artist with a great feel for the architectural context. Together with Maciej Połczyński, they created metalwork and lettering that harmonizes with the character and rhythms of the building," explains Jacek Wielebski.
Our task was to bring order to the chaos of advertising and signs. We did not force ourselves to be extravagant, rather we tried to match the architecture and create something subdued with catchy details, such as the gate handle," said S.C Szyman.
The typeface designed for "Desdemona" by Maciej Połczyński refers to the original version of the signboard. Entirely new elements in addition to the gate are a lamp with the street number, a business card holder and a sidewalk plaque with the name of the tenement.
Lamp with the tenement number
© Traffic Design
The activities were carried out as part of a competition for the implementation of good design practices, organized by the Gdynia Design Center. Parallel to Traffic Design's activities, the construction of Gdynia's first woonerf, or pedestrian-friendly shared zone, is taking place on Antoniego Abrahama Street.
The Traffic Design Association is engaged in comprehensive activities in the field of art and design in public space, as well as placemaking, organization of events and cultural events. It conducts research and animation activities aimed at exploring the character and identity of urban space.
