Museum Of Arts And Crafts In Hamburg Design & Branding STYLECTRICAL by Jung Von Matt/Next Hamburg

STYLECTRICAL

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Industry Museums & Libraries
Media Design & Branding
Market Germany
Agency Jung Von Matt/Next Hamburg
Creative Director Michael Ploj
Art Director Sebastian Schnell
Copywriter Tobias Feige
Designer Angela Bolliger
Photographer Johann Cohrs
Released August 2011

Credits & Description

Category: Posters
Advertiser: MUSEUM OF ARTS AND CRAFTS IN HAMBURG
Product/Service: MUSEUM OF ARTS AND CRAFTS IN HAMBURG
Agency: JUNG von MATT
Chief Creative Officer: Goetz Ulmer (Jung Von Matt)
Chief Creative Officer: Fabian Frese (Jung Von Matt)
Creative Director: Michael Ploj (Jung Von Matt)
Art Director: Sebastian Schnell (Jung Von Matt)
Copywriter: Tobias Feige (Jung Von Matt)
Account Manager: Patrick Hammer (Jung Von Matt)
Planner: Pierrot Raschdorff (Jung Von Matt)
Artbuyer: Susanne Nagel (Jung Von Matt)
Photographer: Johann Cohrs
Designer: Angela Bolliger (Jung Von Matt)
Post Production: Frank Kirchhoff (Jung Von Matt)
Production: Stephan Suess (Jung Von Matt)
Media placement: Exhibition - Museum for Art and Crafts - 26th August till 15th January
Media placement: Flyer - Newspaper Hamburger Abendblatt - 19th August 2011
Media placement: Mega Lights - Kunstmeile Hamburg - 17th August 2011
Media placement: Poster - Simon-von-Utrecht-Straße - 22nd August 2011

Describe the brief from the client
The Museum for Art and Trade (MKG) in Hamburg wanted to set up an exhibition featuring the biggest European collection of Apple’s product design, based on Jonathan Ive’s influence, next to a great variety of comparative product design from the last decades. They asked us to promote this exhibition, give it a name and to design their most important media: posters all across Hamburg.

Describe the challenges and key objectives
The museum has a faithful clientele. However, this exhibition had a different approach. With iPod & Co, it was talking to a younger audience: attracted by compelling design and – for a great part – working in the creative industry. With Apple being its biggest trigger, the critical reflection of this brand still was an important topic to be talked about.

Describe how you arrived at the final design
How innovative was Ive? Did Dieter Rams influence him? Did he copy him? One of the most important controversies of the exhibition became our key visual. We took photos of original exhibits, like the 1958 BRAUN-radio, and didn’t change anything. We only added tiny details like the Ipod ear buds or keyboard and mouse. Supported by design elements, which Apple uses in its posters (white, clean backgrounds and the original un-trademarked type fonts), the effect was astounding: it feels like an Apple Ad from the 21st century, but you are looking at a piece of history.

Give some indication of how successful the outcome was in the market
With a big number of partners, who believed in the idea, the museum got a lot free media spaces: city lights, 18/1, mega blow ups, ads on Cab roofs, online banners and so on. Over 60,000 visitors came to the ‘Stylectrical’ exhibition, exceeding all expectations. Besides that, the museum became topic on design blogs and techie forums as well.