The starting point
A gallery with a decade of history and a lot to show.
MCMC Galería de Arte was founded in 2014 by María Calcaterra in Buenos Aires, with one aim: to give modern and contemporary Latin American art more visibility and new ways of reaching people. It represents artists such as Edgardo Giménez, Rogelio Polesello, César Paternosto, Eduardo Costa, Jorge de la Vega and Oscar Bony, and takes part in fairs like arteba, ArPa and ARCOmadrid.
The programme keeps moving — shows, fairs, artists, news — and many collectors meet it on a screen first. The site had to carry all of it the way the works deserve: large, calm and with nothing competing with the art.
The approach
Let the work lead.
Every page is built around one image. The home opens on what is happening now — a fair, an exhibition — with a large photograph, a short text and a single "Ver más"; the rest of the page keeps the same rhythm with the shows, the fairs, the gallery and its artists.
The text sits on a pale card that overlaps the photograph, so the image keeps its full size and the information still reads at a glance. The menu is one line, always visible, with Artsy a click away for collectors who already browse there.
Visual system
White, black and one warm accent.
One geometric sans in two weights: bold for titles and artists' names, regular for text. Everything sits on white and pale grey, so the colour comes from the works themselves, and the only accent is a warm orange kept for the "Ver más" links.
The gallery's own logotype stays at the top. Photographs of the space and of the shows are shown large and uncropped, and each card overlaps its image from a different corner, which gives the page movement without adding decoration.
What we built
Shows, fairs and artists, in two languages.
Every exhibition, fair and artist has its own page, reached from the home and from the section indexes: Galería, Artistas, Muestras, Ferias and Novedades. The artists page lists the whole roster in two columns, and each artist opens on an image, a short biography and a "Leer más".
The whole site runs in Spanish and English, with a language switch in the menu, and a newsletter sign-up that opens over the page. Contact details — address, phone, opening hours — are one tap away from any page.