Renowned for their exhibition space in an underground gallery, the Ground Effect team has now found a home on the street. Located in the 3rd arrondissement of Paris, the new gallery connects 220m2 of converted cellar space to a 70m2 presentation and retail space on the first floor. Visible from the street, the transition to the basement projects the sleek atmosphere of the contemporary gallery within the vaulted stone cellars. Using Ground Effect’s [black and white] graphic code, we express the gallery’s identity through a simple inversion of colors on the floors, walls and ceilings. This process confronts two display aesthetics: the luminous work on a black background or the work in contrast with the white of the wall.