Founded in 1994 as the Gramercy International Art Fair and held today each September at the Javits Center, The Armory Show is one of New York's defining cultural institutions — a gathering point for galleries, collectors, and artists from around the world, set within one of the city's most distinctive pieces of civic infrastructure. Pacific updated the fair's visual identity, exhibition design, and campaign, drawing directly from the geometry of the Javits Center itself. The building's grid of steel and glass became the organizing logic for a modular frame system — a flexible visual container that could hold the work, orient the visitor, and scale from wayfinding signage and floor maps to billboards and social media.
