Der
Brief:
Ein verlassenes Gebäude im Herzen Wiens – das alte Zollamt, 17 Stockwerke, still und unbenutzt – sollte zum Schauplatz von „Breathe" werden: einem Multimedia-Kunstprojekt mit internationalen Künstlern aus New York, Wien, Florenz und London. V ARE brauchte eine Marke, eine Stimme und jemanden, der die richtigen Menschen in diesen Raum bringt.
Unsere
Rolle:
Konzeption & Kuration, Kommunikation & Content, Gästemanagement, Event Design Opening
Jahr:
2014
Location:
Old Customs Office, Schnirchgasse 9, 1030 Vienna
"An abandoned building. International artists. An experience that defied categorization – and that was the point."
Why did we enjoy this project so much?
V ARE was not a gallery, not a festival, not a classic event format. It was an attitude: art should not be hung on the wall, but experienced – in spaces that themselves have something to say.
The first project, "Breathe," took place in the abandoned Old Customs House in Vienna. Seventeen floors of vacancy, silence, patina—and for one night: movement, sound, light, smell, body. Visitors weren't greeted; they were guided. Each tour had its own start time, each group its own rhythm through the building. A white room awoke through sound. The "Field Room" activated all the senses simultaneously. The basement transformed into both a mirror and a prison.
We developed the brand from the ground up: positioning, brand promise, design system, tone of voice – and always considered everything along the customer journey.
Behind “Breathe” were Adia Trischler and Andreas Waldschuetz – theater and image, body and light. For the opening, Mickey Mahar, a dancer from New York, and Manu Mayr, a double bassist from Vienna, performed live in the building. Andrea Cammarosano from Florence and the Viennese jewelry label Henwoodcraft were also present. International caliber, Viennese space, an evening of true intensity.
Alexandra von Quadt and Johanna Mayr-Kerber were responsible for V ARE from the initial concept to the final RSVP confirmation: idea, curation, communication, guest list, and the evening's dramaturgy. Those who attended came by personal invitation – and didn't know exactly what to expect upon arrival.
That's exactly what art should be.
