XU
ICONS: BACK TO MADISON
ICONS: BACK TO MADISON is a retrospective exhibition that happens at the iconic Breuer building - it reimagines Sotheby’s return to Madison Avenue as both a homecoming and a cultural statement with the most celebrated artworks at the auction house. The exhibition design draws on the architectural legacy and intellectual gravitas of the avenue, translating it into a contemporary spatial narrative that foregrounds the works as enduring icons. Through a restrained material palette, deliberate sightlines, and a rhythm of compression and release, the space invites visitors to slow down and engage with each piece as part of a larger historical and cultural continuum.
Rather than treating the exhibition as a neutral backdrop, the design frames the artworks within an atmosphere of quiet confidence and timelessness—echoing Madison Avenue’s role as a crossroads of art, commerce, and modernity. Subtle references to classic gallery proportions are paired with refined detailing and modern interventions, reinforcing Sotheby’s position at the intersection of tradition and innovation while allowing the icons on view to speak with clarity and authority. The spatial narrative is conceived as a quiet procession, where visitors encounter each work as an icon shaped by time, context, and influence. Through calibrated scale, layered thresholds, and intentional pacing, the design encourages contemplation and a heightened awareness of presence.
The layout establishes strong axial views and clear sightlines that guide visitors through a sequence of galleries, each calibrated to the scale and significance of the works on view. Transitions between spaces are articulated through shifts in proportion, lighting, and materiality, creating moments of compression and release that structure the visitor experience.
Associated Press:
Exhibition Design & Spatial Design
3D Modeling & Rendering
3D Modeling & Rendering
Creative Direction in collaboration with : Christopher Brannan-Haggas
Specialists: Courtney Kremers; Amanda Ross
Special Thanks: Assembly Line
Specialists: Courtney Kremers; Amanda Ross
Special Thanks: Assembly Line