When asked to design a pavilion, collective Metahaven responded by proposing to draw attention precisely to the shift from an author-driven to a convention-driven discipline. Hence, their pavilion is dedicated not to one author or historical figure, but to something made by a series of awkward and imperfect conventions: the subtitle.
It is a graphic layer that everyone switches on every day, whether it is needed or not. Like all typography it is a prominent phenomenon that has a relationship with history. The issue here is precisely the lack of the author. People nowadays easily surrender to a narrow standard. This is also noticeable in the standardization -and thus the disappearance of craftsmanship- within graphic design.
