With the concept of reinvention by upcycling neglected materials, Look Again! Think Again! * aims to present a distinctive identity of Tate in which successfully repurposed the redundant sites into the most exciting art museum in the world.
Look Again! Think Again! is composed of two separated design objects, representing Tate Britain and Tate Modern as a prominent upcycled model of disused prison and power station. Inspired by Tate’s architecture, this proposed souvenir embodies the potentiality of neglected objects and materials. Made of discarded fine art shipping crates and boxes, each product comprises different sizes and shapes of small blocks having a variety of combined texture, colours and patterns. The uniqueness of each product reflects the individual visitor’s peculiar memories experienced at Tate.
*This term was originally created in 2000 by Wolff Olins that designed the Tate brand under the idea “look again, think again.”