My new museum?

The new Arts Museum in Malmö was conceptualized as a physical space to hold exhibitions containing various art forms, and collaborative art concepts that would span over the course of 2023 and 2024. To build a visual concept for the museum we asked ourselves two burning questions - “What is art?”, and “How can we make everyone feel included?*

We realized the answers were simultaneously simple and complex. Art moves different people in different ways, tugging at a myriad of emotions and raising new questions with every piece. Ultimately, we realized the beholder is as important as the art itself. To capture the essence of this collective mind, we created a handwritten font where every weight represents a different person’s handwriting. We call it “My New Handwriting”.