To mark the opening of Pace Gallery's new flagship in New York's Chelsea neighborhood, the opportunity was to create an invitation inspired by the architectural character of the building itself. Drawing from the gallery's distinctive gridded façade, the piece was designed to reveal itself through interaction, mirroring the sense of discovery within the new space.

Through a technically complex lenticular print process, the invitation transformed as it was removed from its sleeve, activating dual messaging and creating a dynamic experience for the recipient. A digital animation extended the concept into motion.

As Associate Creative Director, my primary focus was developing the core concept, shaping the invitation design, and creating the accompanying animation.