← Work
Neutra VDL · 24/27

Neutra VDL,

A National Historic Landmark cultivating education, architecture, and art.

Client:

Neutra VDL

Year:

2023

Role:

  • Strategy
  • Narrative
  • Creative Direction
  • Digital Design
  • Visual Identity
  • Graphic Design
Neutra VDL

Democratizing the architectural experience for a historic home with profound cultural significance.

Neutra VDL left
Neutra VDL
Neutra VDL

Blending Neutra’s heritage design language with modern sensibilities.

Visual Identity
Neutra VDL
Neutra VDL left
Neutra VDL right
Neutra VDL

Unveiling a world historically kept behind closed doors.

Digital Experience
Neutra VDL
Neutra VDL right
Neutra VDL left
Neutra VDL right
Neutra VDL
Neutra VDL

Like design, photography sought to blend old with new by viewing the past through a contemporary lens. The work, shot on film, was heavily influenced by Julius Shulman, long-time friend and collaborator of Neutra, who photographed most of his homes.

Photography
Neutra VDL right

The Neutra VDL Studio and Residences is a National Historic Landmark in Los Angeles, dedicated to advancing education about architecture, art, and community culture.

Mouthwash Studio's collaborative effort merged strategy, creative direction, design, and photography with Neutra's extensive personal archive spanning multiple decades and disciplines.

The rebrand required careful navigation—balancing preservation of this historically significant property with necessary updates, similar to renovating an older residence.

Given the rich visual heritage of Neutra and mid-century modernism, the team faced the challenge of avoiding circular thinking and ensuring decisions served contemporary needs.

The primary objective centered on making this architectural experience accessible to broader audiences, a consideration often absent from discussions about these architects' legacies.

The approach maintained Neutra's visual integrity while presenting his work in a more inclusive manner through digitized archives and programming.

Democratizing access to the home's history via internet enabled people to learn about Neutra and find inspiration in thoughtful spatial design.