Frida Kahlo Extramuros is a traveling exhibition to be displayed on the main malls of Mexico. The aim of this project was to attract new audiences to three museums: Frida Kahlo-Casa Azul, Diego Rivera-Anahuacalli y Dolores Olmedo, and expand the walls of these museums to offer to a different public a cultural experience on a comercial space.
The exhibit was divided in three areas, the first part displayed photographs, reproductions of her artworks, and personal documents. The second section was an interpretation area, where audience could interact with Frida´s painting and dresses and the last area allow visitors to browse museums´catalogues to get familiar with the collections displayed in their museums.
The comercial context became one of the great challenges of the proposal. That is why the visual application was very clean and austere. Large areas of solid color sought to generate a different language, which contrasted with the strong visual pollution of the environment. Typesetting winked at Frida’s spine, a determining factor in her life and work.
