Essentie 2024 brought together over 50 international artists working in hard-edge abstraction, constructivism, minimalism, and geometric design. The aim: to stage the largest and most ambitious edition of the series in a setting that matched the conceptual strength of the work.
The chosen location was Octatube in Delft—a working construction hall where complex architectural elements are produced for world-renowned buildings such as the Van Gogh Museum entrance and the Markthal in Rotterdam. The exhibition took place amidst ongoing industrial activity.
Rather than hide this, the concept embraced it. The exhibition became its title: UNDER CONSTRUCTION. Artworks were shown within a space that was literally being built and transformed, in real time.
To reinforce this idea, we designed a custom “caution” tape that served as both a visual identity and a spatial tool. The tape, bright yellow and patterned with black geometric shapes, guided visitors through the exhibition and marked off areas still in use by Octatube.
The design of the tape was based on constructivist compositions by Kazimir Malevich. It combined industrial symbolism with high-art references, creating a striking visual bridge between function and form.
The tape was used everywhere: onsite as wayfinding and boundary, and in all communication materials—from the poster and catalogue to flyers and signage. It became the graphic core of the project.
Credits
The exhibition is an initiative of Stichting Vierplus. The idea to use traffic-tape was conceived by Paul van Essens of Stichting Vierplus. ABDC was invited to design a logo, pattern, and design all communication materials for the project.
