The library of Alexandria.
Architecture Firm: Snøhetta
Location:
Alexandria, Egypt
Building type:
New Research Library connected to the University
Projects scope:
Open competetion, 1st prize, contracted
Client:
UNESCO, Arab Republic of Egypt
Size:
80.000 sq. m
Budget:
212 mill US Dollars
Schedule:
Formally opened October 2002
Consultants and Partner:
Hamza Associates, Cairo, Dr. Mamdouh Hamza, Principal
Different Logotype…
The M of the GEM is modeled after the museum’s and pyramids’ architecture.
Ornate in feel; Does it work?
I was told that it would work if the first letter, the G, is the ornate one and the later two (EM) are regular font types.
I did that and it did not look as good!
The poster with the Ornate M logotype:
Poster text font type changed from Helvetica Neue & Trade Gothic LH to Futura.
The Grand Egyptian Museum
• Conceptual Approach behind the building’s architecture:
“How can one building span the area between heaven and earth?” an official government brochure asks. “Only light can span this space, that which has guided the pharaohs and all of creation.”
The museum’s construction is…”guided by this vision, single source; faint yet filled with the strength to glow with the power of a thousand suns.
• Location
The museum will be built north of Giza, occupying at least 50 hectares of land. It will be situated about 5 kilometers form the Giza plateau and the huge pyramid of Khufu, the only surviving structure from the 7 ancient wonders of the world. The Giza plateau also has 2 other large pyramids (the pyramids of Khafra and mankharaa) and the sphinx.
• Surrounding Area
The Giza plateau, as the name delineates, is high ground that overlooks the city of Cairo. The surrounding area around and behind the pyramids is desert land. Once you go down the plateau there are hotels below and streets that lead to Cairo. Need to advertise in these surrounding magnificent hotels to reach the tourists and guide them to the museum
• Architecture
The overall design is monolithic and clean. The entire structure will be ringed by a dessert wall containing half a million semi-precious stones. The entire surface of the museum, from the facade to the roof echoes the triangular, pyramid shape.
• Museum Complex:
“A network of streets, piazzas, and bridges will link the 50 hectare site with the main museum building….”
The site will include a restoration and conservation center, teaching facilities for children and budding craftsmen in ancient arts, a conference center, auditoriums, and the globes first virtual museum laden wit the latest technologies.
• What The Museum Will Display:
The museum is planning to display 130,000 artifacts ranging from pre-dynastic Egypt to early Roman times.
The museum will be organized in 4 major thematic displays:
1. The physical environment of the Nile valley and the surrounding dessert oases
2. Kingship and the state
3. Religious practices during the Amarna period. (Akhenaton…monotheism)
4. Daily lives of ancient Egyptians
Obviously, King Tut’s treasure will be a main display in the museum as well. I mean, it’s the only intact tomb that was discovered in Egypt filled with golden statues and such. I believe that this exhibit alone will generate much curiosity and interest.
Another exhibit of much importance and less gold is the Amarna period showcasing an ideology and a different aesthetic as opposed to gold and treasures. Akhenaton is the first person in recorded history to implement a monotheistic ideology and make it the state’s policy. He believed the Aten, or sun is the sole god.
In my poster, I should include Akhenaton and Tout-Ankh-Amon, Akhenaton’s son. For $$$ reasons.
Audience:
I believe that the majority of the estimated 8 million per year visitor’s will be tourists. Egypt depends on tourism for it’s economy and the AD campaign should be geared towards foreigners. Since the museum will also contain schools for kids and artists, a library, and dormitories, the GEM is also geared towards scholars in Egyptology and such.
I am not saying that Egyptians will not be interested in going, but the majority of Egyptians are concerned with what they will eat tomorrow as opposed to going to a museum. Maybe upper class and the small middle class sectors will be interested in going as well and since they are educated they will comprehend the tourist based ad campaign.
•AD CAMPAIGN:
1. Posters: these posters will be exhibited in surrounding hotels and areas where expatriates live like Maadi, Cairo; where the majority of embassies are located.
2. Website: Every museum needs a website to reach a global audience. The website needs to feature the museum most famous artifacts like King Tut and Akhenaton.
3. Letterhead: Letterhead that is consistent with the museum’s identity.
4. Human billboards: t-shirts and hats…..generate a little profit and generate a lot of interest overseas. Tourists will buy and wear these products, it’s like free advertisements.
5. logotype
The three concentric circles in the poster are three
suns/stars. Since the sun is a star and it played a major role in
ancient egyptian religion, I decided to use them to depict
the stars.
The stars form a loose depiction of Orion’s belt; Orion is
considered the solar blueprint of the pyramids and their relation to each
other (by many specialists in the field).
That’s the reason for the yellow circles. Pluse, aesthetically and as a
decorational element, they work!