Zak Group led the creative direction, branding and retail design of Idea House 3, a new retail space at the Walker Art Center in Minneapolis. The retail space is divided into two sections: a deconstructed house displaying contemporary design objects and a social space for events visible from street level.
The branding of Idea House 3 references the innovative Idea House programme, a series of single-family homes for public exhibition, that opened at the Walker Art Center in the 1940s. The identity includes a custom modular typeface and grid system that draws inspiration from floor plans of the original houses. The retail design consists of a house built inside the museum. The roof and walls have been lifted off to expose seven rooms dedicated to different domestic activities: playing, living, hosting, working, relaxing and reading. A series of carpet-clad internal volumes can be reconfigured to host evolving displays. The color orange is used across the spatial design and branding, paying homage to its symbolic association with construction and DIY shops worldwide.