“The Lab at Belmar is a new institution dedicated to contemporary art and thought, combining elements of an art museum, think tank and public forum. The Lab is located in a retail-oriented mixed-use development, with an entrance on the first floor and exhibition space on the second floor. The interior space, designed by Los Angeles architect Hagy Belzberg, is sleek and contemporary but also has a polymorphic shape that extends out the entrance and leads the visitor in. There was supposed to be a reception desk here, but because of staffing limitations, it was moved upstairs. EBD's first task was to lead visitors upstairs and make the entrance feel like part of the exhibition instead of the empty space it had become. We designed a system that was smart and playful, true to The Lab's brand, using visual elements from their identity to guide visitors through the space. Once the wayfinding had been achieved, The Lab wanted to engage the passerby, whose main focus was shopping. The window graphics use the vocabulary of the programming to give shoppers the full depth of what they can experience at The Lab,” said creative director Ellen Bruss and designer Jorge Lamora.