On July 1st, 2017, just as I was about to begin research into the use of social networks by Graphic Designers, the Dutch studio Experimental Jetset posted a slideshow containing 7 images on Instagram. Entitled “P/Pa/Para/Paradiso” it presented, as a whole and in its details, their new posters for the Paradiso center for music and culture in Amsterdam. Apart from the obvious formal relationship with the Blow Up poster that they created in 2007 for the London Design Museum, this slideshow gives very few keys to read what seemed to be a new aspect of the center’s communication, something that Experimental Jetset had been working on since 1996.

Currently having over 1,500 likes and tens of comments, this post is where my article begins. An opportunity to investigate and review this collaboration, that over 20 years has taken various forms (flyers, programs, posters), along with the singular and radical practice of Experimental Jetset. And also the opportunity to provide a more theoretical view of the way that Graphic Design is shown and seen on different platforms, that have now become an integral part of the teaching and the evolution of the discipline.