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ReArranged

ReArranged | Berliner Philharmonie | Scholz & Friends
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basics
Industry: Culture, Recreation & Sport
Media:Design & Branding
Style: Minimalism
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Background

Since the Berlin Philharmonic were founded in 1882, they were headed by legendary and charismatic chief conductors. Names like Herbert von Karajan, Wilhelm Furtwaengler and Claudio Abbado are still in high regard in the world of classical music. Chief conductors define and shape the sound of the orchestra, they select the repertoire and act as the face of the orchestra.

In the summer of 2018, the Berlin Philharmonic faced an artistic and a commercial challenge. Between the departure of the former chief conductor Sir Simon Rattle and the start of his successor Kirill Petrenko, there is an entire season without a chief conductor. How do we communicate this extraordinary season to a demanding audience?

Describe the creative idea (40% of vote)

For the Berlin Philharmonic, the vacancy at the conductor’s stand will not result in disorder or a lack of artistic direction. Instead it offers the orchestra a chance for more creativity. We present the change at the Berlin Philharmonic in a playful manner: with an artistic intervention at their home. Everything in the Berlin Philharmonic Hall is rearranged to symbolise the new season to classical music aficionados in Berlin, in Germany and worldwide.

Describe the execution (40% of vote)

From the orchestra’s ordinary equipment, we created sculptures, installations and spatial compositions. They were presented in a temporary exhibition in the Berlin Philharmonic Hall and they became the visual framework for the season communication – from the season calendar, the concert posters and flyers to the online communication. So the campaign became the unique face of an exceptional year.

List the results (20% of vote)

The season communication was first presented to the public in summer 2018 and is still ongoing. So far, the results have matched or even surpassed prior seasons.
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Cannes Lions International Festival of Creativity 2019
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