Pace Gallery

Pace Gallery is a global leader in the art world, representing some of the most influential artists of our time. Together, we created an immersive and illuminating platform that models the transformative experience of the gallery.

The challenge

The art world is poised for sweeping transformation, and Pace is at the forefront. The gallery has long been a leader in sharing inventive, experiential, and conceptual art. Now entering its sixth decade, Pace is redefining the role of the gallery in contemporary culture, and this fall they opened an enormous, gorgeous, and accessible space in the heart of New York’s Chelsea arts district.

Pace came to Instrument looking to level-up their digital properties as their global footprint expands.

A photograph of the façade of Pace's new gallery in Chelsea.

Pace's newest gallery, 540 West 25th Street in Chelsea. Image © Pace Gallery.

We worked with Pace to match the gallery’s grand vision for the future — global growth and public access to transformative works of art — with a dynamic digital system. Part experiential platform, part editorial hub, part sales-and-marketing tool, part launchpad for future projects, our work sets Pace up to blossom in a new era.

An overview of Pace Gallery's component system.

Showcase the work

There is no substitute for viewing art in person; standing before a great work of art is the ultimate interactive experience. It moves as you move. It changes as you change. You peer at it, and it peers back. Our design team met this challenge and worked to focus users on high quality imagery and photography at just the right size, with minimal UI.

An overview of Pace Gallery's component system.

We made a few brand updates to transmit the gallery’s poise and elegance, letting Pace’s thoughtful, empathetic individuality and service-oriented philosophy come through in carefully considered interactions. We updated the gallery’s typography in English and Traditional Chinese, and we designed an economical yet flexible component system to effectively represent Pace’s diverse roster of artists, helping the site’s content editors create beautiful new pages with ease.

Pace's typographic system.

We help artists share their light.

Marc GlimcherCEO, Pace Gallery

Innovative technology

At this project’s core is a sophisticated back-end integration that synchronizes Pace’s proprietary art database with their CMS. This allows Pace’s sales team to seamlessly share artworks with their audience. Pace is now able to access their immense database smoothly and efficiently, putting their artists’ work in easy reach.

These technological upgrades not only provide structure for Pace’s growth into the future, they support the development of on-site digital experiences within their galleries; elevating their entire digital ecosystem.

Visit Pace Gallery

Our Roles


  • UX / UI Design
  • Creative Direction
  • Visual Design
  • Motion Design


  • Technical Strategy
  • Systems Architecture
  • Deployment Architecture
  • Front-end Development
  • Back-end Development
  • Custom API Development
  • Content Management System


  • UX Strategy
  • Information Architecture
  • Content Strategy

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