Vediamoci. Accademia Carrara re-opening campaign

Lupo Burtscher’s concept for the re-opening campaign of the Accademia Carrara in Bergamo was themed around the portrait. For the graphic materials, the details of ten portraits were selected from the museum’s collection. Bylooking at the observer directly in the eye these portraits succeeded in cancelling the distance that separates the contemporary public from historical pictorial images.

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The slogan “Vediamoci” (“Come and see us” or “Let’s meet” ) was used in combination with enlarged reproductions of the portraits, creating spontaneous “eye-level” encounters in the city’s public spaces. They exit the museum and are dispersed nto the streets, onto tablets and mobile phones, and into bars and libraries. They look into our eyes as if they were human: Vediamoci addresses the public directly, inviting them to visit the newly opened museum and make it a regular meeting point.

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Client

Accademia Carrara di Bergamo

Year

2015

Project team

Claudia Polizzi

Photo documentation

Malthe Wöhler