Vereinigte Bühnen Bozen
Spielzeit 2013-2014

For the 2013-2014 theatrical season’s communication campaign, Lupo Burtscher chooses images by the artist Ingrid Hora (born in Bolzano, she lives and works in Berlin). Ingrid Hora works between performance and physical strategies that relate to the communities that the artist creates for each of her interventions. The artist “disturbs” reality, questions norms and rules, interrogates the ways that people try to liberate themselves from the social constraints we are all subjected to. Her strategies allow people to relate to the context and open up to new encounters.

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The VBB seasons

Starting in 2012, Lupo Burtscher has been developing the Vereinigte Bühnen Bozen (VBB) theatre season’s yearly campaigns. In 2012 it also redesigned their visual identity, introducing the acronym VBB. For each theatrical season the dominant colour changes as well as the various titles, which take on different forms, each time playing with typographic experiments. A special story in pictures translates the vital soul of the theatre and the visual identity of each season, thanks to the contribution of a local artist or photographer selected each year. From this a project is born where artistic practice gives volume to the theatrical season. It is a visual path that is completed gradually, using all communication instruments available to the point of it physically entering the foyer, thanks to “Kunst zu Gast”, a programme created specifically to present a new work by the artist.

Art is inserted into the theatre generating a short circuit for the public: on posters, brochures, programmes and gadgets, the image is no longer a theatrical stage direction but defers to another artistic idea. Theatre as experimentation and contamination. The public as active participants: looking at a poster is not just being subjected to an image. It is an opportunity to reclaim public space from the predominant advertising presence in favour of a proposal for freedom of expression that conveys the sense of what the arts defend, whether visual, theatrical or other.

Client

Vereinigte Bühnen Bozen

Year

2013-2014

Project team

Nike Auer

Collaborations

Ingrid Hora

Photo documentation

Malthe Wöhler