ARCT

An explanation of how empty space acquires energy comes from the quantum theory of matter. In this theory, «empty space» is actually full of temporary («virtual») particles that continually form and then disappear. – NASA, Federal Agency

The ARCT identity is an abstraction of these particles, occupying empty space.

The particles are a result of the color palette used in the current collections, which are changing each season. The logo is an extension of the particles, also coming in and out of existence just like the particles.

The work as Art Director also included contributing in the design process of the collections. Here is Fall/Winter 2016:

Photography: Tuva Winslöw.