CLAY emerges from Cultural Affairs’ expansion into a new cultural territory, redefining the role of ceramics in contemporary design.
Rooted in art, craftsmanship and innovation, and developed under the creative direction of
@vhils , the brand brings art into everyday spaces through authored tiles and limited-edition collections. Collaborations with artists such as Shepard Fairey, JonOne and Vhils reinforce this dialogue between creativity and function, extending artistic practice beyond traditional gallery contexts.
The visual identity is grounded in the idea of engraving a mark impressed directly into raw material, whether tile, ceramic, glass or textile. Typography is conceived as a three-dimensional form emerging from this gesture, becoming object rather than representation. It explores volume, light and shadow, allowing each letter to behave as a sculptural presence.
Four directional axes of light define the system. Rather than relying on traditional variations such as weight or slant, light becomes the defining variable, shaping contour, depth and contrast within a single typographic structure. This approach transforms typography into a behavioural system, where graphic form becomes physical presence and letters are experienced as matter shaped by light.
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