MUSEUMSQUARTIER VIENNA Design & Branding COINCIDENCE OR CONCEPT? by Büro X Vienna

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COINCIDENCE OR CONCEPT?

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Industry Museums & Libraries
Media Design & Branding
Market Austria
Agency Büro X Vienna
Photographer Maria Ziegelböck
Released April 2010

Credits & Description

Category: Posters
Advertiser: MUSEUMSQUARTIER VIENNA
Product/Service: CULTURE CAMPAIGN
Agency: BÜRO X VIENNA
Date of First Appearance: Apr 1 2010
Entrant Company: BÜRO X VIENNA, AUSTRIA
Creative Director/Copywriter: Andreas Miedaner (Büro X Vienna)
Art Director/Illustrator/Copywriter: Sascha Schaberl (Büro X Vienna)
Final Art Work: Sonja Handl (Büro X Vienna)
Art Buyer: Doris Forsthuber (Büro X Vienna)
Account Manager: Geraldine Ofenböck (Büro X Vienna)
Photographer: Maria Ziegelböck
Producer: (08/16 Printproduktion)
Media placement: Poster - Adshel, Areal Branding - 1 April 2010

Describe the brief from the client
Vienna’s MuseumsQuartier is one of the ten largest cultural complexes in the world. Right from the start, the MuseumsQuartier set itself the goal of being more than just a complex of museums, exhibition halls and numerous other cultural institutions. This goal has been achieved: the MQ is a thriving urban living space whose visitor numbers are constantly growing.

Describe the challenges and key objectives
According to continuous market research, visitors to the MQ complex have an above-average interest in art and culture. The image campaign 2010 will therefore continue to promote the complex while focusing more on the ‘art and culture’ aspect. The aim of this is to focus the spotlight on the central objectives of the MQ and to encourage people to explore issues surrounding creative work.

Describe how you arrived at the final design
In no other location do art and culture, concept and chance, leisure time and entertainment meet in quite the same way as they do at the MQ, where the boundaries between living and art space are blurred. This leads to the following question: is this chance, accident or concept?
No other establishment is better placed than the MQ to pose this question. It is a question that has often been discussed in relation to the issues surrounding the origin, message and intention of artistic concepts. The posters are therefore based on snapshots taken in and around the MQ that leave no doubt as to their intention and how they came about.

Give some indication of how successful the outcome was in the market
It has been possible to increase the number of visitors to the major art museums and contemporary exhibition spaces. In addition, the popularity of the complex as an arena for the urban target audience has been more firmly established.