A pioneer of the hospitality and arts industries, Matthew Bax approached us in his distinct, innovative style. His vision was to smash the two activities together to create something new. The result is Grau Projekt, an art space on the edge of Collingwood, Melbourne, which offers its warehouse-sized volume to exhibiting artists on a 6-week rotating roster.
Grau (meaning “grey” in German) Projekt has created a grey area for audiences to experience art in a non-traditional environment. Each artist collaborates with the resident mixologist to create drinks that represent their art’s intention and enhance the viewing mood.
Bax has never shied away from doing things differently; he is only interested in projects with something new to say, try or achieve. This guerrilla approach influenced the core tape motif of the brand, which sets up a practical and unique system to promote the exhibitions across physical interventions, street posters, print, digital and merchandise.