Beauty is a new landmark show by Sagmeister & Walsh that will tap into all senses

Stefan Sagmeister & Jessica Walsh, Portrait, 2013 © John Madere

Almost throughout the 20th and 21st centuries, beauty had rather negative connotations in the design discourse. Now, in an upcoming exhibition at MAK in Vienna, Sagmeister & Walsh will counter this antipathy with convincing arguments and make it possible to experience beauty as a key and functional aspect of appealing design.

Beauty will spread across the entire gallery space once the show launches in October, and will tap into all the senses, clearly demonstrating that beauty is more than merely a superficial strategy. Installations will be produced especially for the exhibition and sit alongside examples from product design, city planning, architecture, and graphic design. If you visit, you'll be encouraged to see, smell and feel.

Supported by findings from the field of psychological aesthetics, Sagmeister & Walsh offer evidence that beautifully designed works stimulate human perception and are hence more effective. Beauty will be divided into six themed areas covering everything from the history of beauty to transforming beauty.

As a centrepiece of the exhibition, the Sensory Room, jointly designed with Swarovski, will feature a sensuous white cube, inviting you to enter. Inside, shrouded in fog, you'll encounter the ever-changing colours of the sunset. Scents that are considered "beautiful", like citrus, will fill the space and an acoustic backdrop of the song of the Malaysian tree frog will facilitate an unparalleled experience of beauty. When you leave this room at the MAK exhibition, you will feel calm and peaceful.

Sagmeister & Walsh: Beauty will run at the MAK, Vienna, from 23 October 2018 and run until 31 March 2019. Discover more at www.mak.at.

MAK exhibition view SAGMEISTER & WALSH: Beauty (rendering), 2018 © Sagmeister & Walsh, MAK/Mona Heiß

MAK exhibition view SAGMEISTER & WALSH: Beauty (rendering), 2018 © Sagmeister & Walsh, MAK/Mona Heiß

MAK exhibition view SAGMEISTER & WALSH: Beauty (rendering), 2018 © Sagmeister & Walsh, MAK/Mona Heiß

MAK exhibition view SAGMEISTER & WALSH: Beauty (rendering), 2018 © Sagmeister & Walsh, MAK/Mona Heiß

MAK exhibition view SAGMEISTER & WALSH: Beauty (rendering), 2018 © Sagmeister & Walsh, MAK/Mona Heiß

MAK exhibition view SAGMEISTER & WALSH: Beauty (rendering), 2018 © Sagmeister & Walsh, MAK/Mona Heiß

Sagmeister & Walsh, Mondrian Voting Wall (mock-up), 2018 © Sagmeister & Walsh

Sagmeister & Walsh, Mondrian Voting Wall (mock-up), 2018 © Sagmeister & Walsh

Sagmeister & Walsh, Sensory Room (mock-up), 2018 © Sagmeister & Walsh

Sagmeister & Walsh, Sensory Room (mock-up), 2018 © Sagmeister & Walsh