Zoom: A Bold Reimagining of Exhibition Catalogues

Innovative design fuses Hungarian folk art with modern print techniques

Red, a color deeply rooted in Hungarian folk traditions, forms the visual foundation of the Zoom exhibition catalogue. This striking hue, paired with recurring square motifs, immediately sets the publication apart. The design aims to evoke the excitement of a vivid red square, inviting readers to engage with the book as an object of art in itself. Upon opening the cover, a stylized decoration on the spine is revealed—each a unique reinterpretation of embroidered motifs characteristic of Hungarian heritage. Notably, every one of the thousand copies features a distinct, generatively created pattern, ensuring that each book is truly one-of-a-kind.

The catalogue’s unconventional approach mirrors the spirit of the Zoom exhibition at the Museum of Ethnography in Budapest. Both the exhibition and the publication challenge traditional perspectives, presenting objects and collections from unexpected angles. This philosophy is reflected in the playful and dynamic layout, which encourages readers to explore the museum’s treasures through fresh viewpoints. The design’s emphasis on unrepeatability is further underscored by the bespoke patterns on the inner spine, a detail that highlights the intersection of technology and tradition.

Production techniques play a crucial role in the book’s distinctiveness. The soft cover employs Swiss binding, allowing the book to lay flat and enhancing the tactile experience. High-quality materials such as Pergraphica Colours 330g Imperial Red for the cover and a mix of Munken Lynx, Glama Basic, and Pergraphica Infinite Black papers for the book block contribute to the publication’s luxurious feel. With dimensions of 225 x 225 mm and 232 pages, the catalogue balances visual impact with practicality.

Collaboration was central to the project’s success. While Zoltan Berta led the graphic design, the exhibition itself was conceived by art1st Design Studio under the direction of Daniel Taraczky. Their combined efforts resulted in a catalogue that not only documents the exhibition but also extends its innovative ethos into the realm of print media.

Recognition for Zoom’s excellence came in the form of a Silver A' Design Award in 2025, a testament to its creative and technical achievements. The award celebrates designs that demonstrate outstanding expertise, artistic skill, and the ability to inspire wonder—qualities that Zoom embodies through its fusion of contemporary design methods and cultural heritage.

Zoom stands as a compelling example of how editorial design can transcend its functional role, becoming an integral part of the exhibition experience and a collectible artifact in its own right.