HERE WE COME
HERE WE COME
- It’s almost a rule when a new director starts at a new theatre, he’s challanging his audience first, not with a new approach to plays, but with a new corporate to create a scent for what’s to come.
- With the Muenchner Kammerspiele, Matthias Lilienthal, the director, is no exception. His take on theatre in general is everything but classic drama. He is interpreting theatre from a very different perspective. This is what he was asking us to do too. Interpreting the corporate of this very traditional theatre from a completely angle. Translating KAMMER (chamber/compartment) into the logo and general design.
- This lead us to the idea of a very free interpretation of compartment. Some of them, according to whom they belong, would always look different. Some are very messy, others are filled with neatly stacked boxes, and for some the owner lost the keys for. This is what we took as an starting point for the logo Kammer 1, Kammer 2 and Kammer 3, it’s over and over the same digits but combined in multiple ways. With it came a new font, and many many variations for every handcrafted poster, since acting is a real craft. For us it was then necessary to involve one of the most respected art photographers in the world. We asked the Turner Prize winner Wolfgang Tillmans to go through his archives and dig out images he would identify or interprete as compatment images. And what a load of brilliant images he sent through.
- An ever changing and yet similar, sometimes confusing and sometimes right in your face corporate was what we were aiming for. And we have reached our goal. A very significant change in the poster culture of Munich. Very easy to connect the dots for the visitors, signalling every single time THIS IS NEW. We did the same to the online presence of the Muenchner Kammerspiele, the season magazines, the banners, and everything else that needed to be renewed - down to the guidance system and bar in the foyer of the KAMMER 1.
The first posters of the campaign for the all new Münchner Kammerspiele are up on the walls around Munich. We’re so happy, Wolfgang Tillmans liked our new coporate for the theatre and we could collaborate with him to develop this campaign. There are a lot more posters coming up with his interpretation of kammer (chamber) ... watch out ...