Job Title: Art Director. About Vogue Spain.
Design, Typography & Photography. Óscar Germade, 2017/2021.
The Ágora of Elisava hosts an exhibition that traces Óscar Germade's work as an art director of Vogue Spain, between 2017 and 2021.
The space is divided into four parts: Art Direction, linked to the visual part and to the design direction of the magazine. Covers, with a review of the work on covers over the last four years. "Making of", showing the design process of each part of the magazine, from a technical and specific point of view. Typography, with a purely visual retrospective of the design of Chamberí, an ad-hoc typeface designed by Íñigo Jerez for the magazine, which Eugenia de la Torriente, director of the magazine between January 2017 and December 2020, describes "Chamberí is a seemingly irreconcilable combination of rationality and exuberance. It starts from a very Cartesian skeleton, but has a final visual part with a more folkloric spirit, if one can call it like this, thanks to a series of details that refer to Spanish tradition such as accents, crossbars and rising curves. As it grows, it is playful, joyful and warm, and so far removed from its rational base that it is hard to recognise".
The sum of these spaces implies a complete immersion in the work involved in the art direction of a fashion magazine today, with the complexity that comes with inheriting the history of a masthead like Vogue, linked to figures of enormous transcendence such as Alexander Liberman: "art director of Vogue in the USA and editorial director of Condé Nast, who, in his more than 50 years at the company, laid the foundations of this masthead and many others. Liberman's layouts were very simple because he made a very direct use of layout, with few flourishes in the text. In recent decades, the trend in fashion magazines has been precisely the opposite: many elements per page, shaped boxes...". (Eugenia de la Torriente). This work of design and art direction is not only aware of the historical part but also of the complex moment in which the big publishing houses are living, adapted to a digital reality where they coexist with new visual proposals.
The tour ends with an extensive review of the Vogue covers of the last four years which, in an organic way, shows a definitive evolution and a clear direction in the commitment to iconic covers, based on the image and memorable for the audience.
Óscar Germade (A Coruña, 1983) founded Solo in 2011, a design studio specialising in brand identity and editorial design. This project allows him to venture into different cultural fields, such as fashion and the media. The greatest strength of the project - from which he has collaborated with brands such as Simon Miller, Nike, Oysho and El País - is the precise and forceful use of typography and photography, combining digital and analogue techniques.
In 2017, he took over as art director of Vogue España, the leading magazine in the national editorial market. Throughout his professional career, he has combined the work of design and art direction with various teaching activities: he has worked as a professor of editorial projects in the Master in editorial design at Elisava, he was thesis director and degree coordinator at IED Barcelona and, since 2020, he has been a professor of typography at IE School of Architecture and Design.