For almost two years a substantial part of the museum „Hamburger Kunsthalle“ was closed, two thirds of the exhibition space became a construction site and even the entrance changed its place. But not only the building was under construction, during the modernization period the whole brand identity was put to the test.
Heine/Lenz/Zizka developed a new corporate identity from scratch – from the overall appearance, to the website, to the signage system. The campaign „Die Kunst ist zurück“ (The Art is Back) additionally called attention to the reopening.
For the reopening of the Hamburger Kunsthalle in May 2016 we developed a multimedia campaign called „Die Kunst ist zurück“ (The Art is Back). Famous artworks of the collection were spread all over town on billboards, advertising pillars, in large and small formats.
The campaign was featured in different digital channels and became very popular on social media platforms. Apart from photographs of the campaign, we had about 500 contributions from visitors sharing their impressions of the modernized museum on Instagram via the hashtag #DieKunstistzurück.
The Kunsthalle commissioned us to create a modern, responsive and adaptable website. We developed a clear-structured site, with many optional features for the future: such as the plan to publish the museum’s collection online.
In spring 2016 the Hamburger Kunsthalle reopened after 18 months of extensive modernization. To help visitors find their way in the three buildings, with a total size of 13.000 square meters, we developed a whole new wayfinding. The system is divided into three parts: exhibitions, collection and service, each displayed on a different layer. According to changing exhibitions the levels can be adapted. We developed a matching icon-set for the typeface, which is especially helpful to find service areas.
To continously report on the progress of the construction, current exhibitions and events we furthermore designed a microsite www.weiter-offen.de which partially operates as a blog and provides visitors with special insights into the process.
As part of the ongoing modernisation HAMBURGER KUNSTHALLE will also be showcasing selected masterpieces from their own unique collection by literally placing them in the spotlight in an exhibition called »Spot On«. Likewise the specially designed dot type of the »WEITER OFFEN« campaign was applied for the exhibition.
The catalogue for the Spot On exhibition is available online for 9,90 €. Purchase here