Work/ROM Michael-Lee Chin Crystal
Berlin-based Studio, Daniel Libeskind was chosen to lead the Renaissance ROM team. Fast forward to summer of 2007. The Singular Event, a swishy gala party and public street party ushered in the ROM’s next era with the launch of the Michael Lee-Chin Crystal. A watershed event for sure, yet controversy and criticism swirled regarding the abstruse new design.
Amid public divisiveness, the challenge was to amplify and stir excitement for the undisputedly monumental, cultural addition to Toronto and the country. We ultimately devised a strategy that underscored and built around notions of 'experience' and 'journey of discovery', deliberately steering mostly away from its architectural form.
Working intimately with CEO, William Thorsell and internal ROM teams for nearly one year, we devised, developed and help execute an imaginative, graphic identity and multi-media communications program to support and energize the launch and post-launch experience. We designed an integrated strategy - which helped visualize what a visit to the new museum might be like - including a hand crafted 3D building maquette 'invitation', micro-website, videos and animations, and more.
Our collective goal was to stir curiosity, anticipation and hopefully wonder. Despite ongoing negative sentiment about the The Crystal today, there's no disputing a school trip to the dinosaur galleries remains nearly every Toronto kid's magical rite of passage into the ROM.
Brand & event strategy
Creative brand development
Creative content development
Packaging design & development
Creative content creation & development
Photography & illustration development
Digital design & website development
Inspired by Libeskind Studio’s idiosyncratic design we conceived and create a limited edition 3D maquette box 'invitation’ deployed to the museum’s top patrons and influencers months before the launch
Why should one expect the new addition to the ROM to be “business as usual”?
“Architecture in our time is no longer an introvert’s business. On the contrary, the creation of communicative, stunning and unexpected architecture signals a bold re-awakening of the civic life of the museum and the city.”
“…your creativity is a stunning reflection of our collective vision.”
Along with Their Excellencies The Right Honourable Michaëlle Jean, Governor-General of Canada and Mr. Jean-Daniel Lafond, officially opened the Michael Lee-Chin Crystal and marked the beginning of the Crystal Age for the ROM.
