IFPDA Print Fair Booth


Booth and packaging design for a Sotheby’s-commissioned installation featuring artist Jeffrey Gibson.

Environmental Design • Packaging Design
Booth displayed with Jeffrey Gibson, I Feel Real when You Hold Me at IFPDA Print Fair
Photo by Zach Reich



To support the U.S. Pavilion at the 2024 Venice Biennale, representing artist Jeffrey Gibson created I Feel Real When You Hold Me, a limited edition of 60 hand-woven blankets.


Sotheby’s commissioned a dedicated booth at the IFPDA Print Fair to showcase these editions and drive sales for the fundraising initiative. The challenge was to create a space that honored the tactility of the artwork while functioning as an effective point-of-sale in a crowded fair environment.
Jeffrey Gibson, I Feel Real when You Hold Me
Photo courtesy of Sotheby’s


Jeffrey Gibson, I Feel Real when You Hold Me displayed inside booth


The booth’s design goal was immediate visual disruption from the sea of standard white-walled art fair stalls.


I pulled three vibrant hues directly from the textile work to create a tri-colored environment that enveloped the viewer. By sampling the artwork itself, the booth became an extension of the piece rather than solely a container for it. I used Helvetica Neue Bold for the wall text to ensure the messaging remained legible and impactful against the saturated background.


Close-up samples of colors in Jeffrey Gibson, I Feel Real when You Hold Me

Front panel of booth design

Left panel of booth design, featuring information about the artist
Right panel of booth design, featuring tombstone information about the artwork


The visual system extended beyond the walls of the fair.


For each edition, I designed custom packaging that utilized the same varying color palette. This design choice ensured that the collector's experience remained cohesive from the moment they entered the booth to the moment they unboxed the artwork at home.


Packaging for Jeffrey Gibson, I Feel Real when You Hold Me


The booth contributed to the sale of 60 editions for a total of $450,000 for the U.S. Pavilion at the Venice Biennale.

Back to Beginning: Jeffrey Gibson, The Spirits are Laughing

I’m a graphic designer and student at Yale (’26)


I’m a graphic designer and student at Yale (‘26) focusing on typography, motion graphics, and design systems. My practice is rooted in a deep respect for art history and craft. Before studying design, I practiced traditional blackletter calligraphy, a practice that continues to inform my approach to typography and lettering.

I have gained professional experience designing for artists such as Jeffrey Gibson, Mickalene Thomas, and Joel Mesler, and for arts institutions including Sotheby’s, Christie’s, and JOOPITER. I have also interned for Irma Boom Office, Mickalene Thomas Studio, and Hyperallergic.

In an increasingly automated design industry, I believe the human touch is a designer’s most valuable tool. Whether through hand-drawn calligraphy, organic shapes, or tactile print designs, I strive to imbue my work with a distinct sense of humanity that distinguishes it from the algorithmic and the artificial.

I’m currently seeking a full-time role and always interested in freelance work.


   zachary [dot] reich [at] yale [dot] edu
   @zachreichdotcom
   linkedin.com/in/zach-reich

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