PEEGEL PILDIS

2025

Exhibition Design Concept
Animation
Packaging

Photography:
Lembit Peegel
Ichie Visuals

Editorial Design:
Kaire van der Toorn-Guthan 

Live use:
Fotografiska Tallinn Exhibition Team

Lembit Peegel’s photographs are raw, poetic documents of Estonian sports from the 1970s–1990s. Our job was to build a visual world for his exhibition Peegel Pildis—one that would respect the past but speak in the language of now.

We designed the exhibition graphics, moving visuals, and merch. The concept had to reflect the tone and materiality of Peegel’s work while feeling current enough to hold space inside Fotografiska’s contemporary museum.

“Peegel” means mirror, which offered an immediate metaphor. But we didn’t want to go full-literal. Instead, the concept of reflection became a subtle visual undercurrent—folded into type, rhythm, and animation.

Tajumus is a collaborative studio, exploring brand and interaction design through culture driven and socially aware projects.

It operates as a flexible, idea-led studio that brings in the right minds for the right moments. 

If you want to collaborate
or start a project, write us:

jorven@tajumus.com