Anna Schwartz —
Framing an art icon.
When Anna Schwartz speaks, the contemporary art world listens. As one of Australia’s most influential and enigmatic art dealers, Anna has set the contemporary art agenda in Australia for the past three decades. A champion of conceptual and challenging art, Anna has represented some of Australia’s and the world’s leading visual artists, including Mike Parr, Daniel Crooks, Callum Morton, Emily Floyd, Shaun Gladwell, Kathy Temin and Stieg Persson.
Inherently an aesthete, Anna’s brief was unmistakably clear: “make it appear as if nothing had been done.” Like her physical gallery, the new identity needed to function unobtrusively, allowing the art to exist as the single focal point throughout the business.
Our approach to conceptualising and crafting the gallery’s new identity was to channel Anna’s methodology to curating a show. It would be reductive and disciplined, ultimately acting as a framework for its primary communication – the art. Pared back in its visual execution, a meticulous selection of stocks, substrates and premium production demonstrate that consideration to substance and quality, always wins out over volume of design.
“I wanted to continue my position of the gallery really being invisible, a kind of platform for the art. For me it was very refreshing, to have that really understood… I think we’ve achieved it with the design that Round provided us, it’s just a very natural frame for the artwork”