Hasta La Ideas

Barcelona-based studio Hey‘s irreverent reinterpretation of a selection of classic deities comes to London next month, in the Oh my God exhibition at the Kemistry Gallery.

Presenting a playful experimentation with character design, the show also reflects the studio’s simple and geometric style, which is always in evidence, whether in self-initiated or more commercial projects.

As Hey’s Verònica Fuerte says, the studio’s personal projects are “almost as important as the commercial ones – the illustration or graphic process is the same as when we work on commercial works. The difference is that we have more freedom to create, experiment or sometimes innovate”.

Opening next month, the exhibition takes a humorous approach to the gods, presenting deities such as Zeus and Neptune as “icons that have their own powers, weaknesses, history and followers – we think they are the real superheroes”, according to Fuerte. “We wanted it to be far away from the classic view.” (See artwork above and below.)

Oh my God will feature 30 original illustrations, with prints and posters available to purchase in the gallery and online. “We always try to make our work reach a wide audience and be simple to understand,” says Fuerte. “Playing around with this synthesis, you come upon solutions that are quite basic and obvious and which many people usually like.”

Hey Studio: Oh my God runs from August 1 – September 14; kemistrygallery.co.uk. For Hey Studio’s new online shop, visit heyshop.es

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The July issue of Creative Review is a type special, with features on the Hamilton Wood Type Museum, the new Whitney identity and the resurgence of type-only design. Plus the Logo Lounge Trend Report, how Ideas Foundation is encouraging diversity in advertising and more.