Ruf Lanz and Museum Haus Konstruktiv stage QR codes as constructive art
With the campaign "The Q-Art-Codes", the Zurich agency Ruf Lanz wants to draw the attention of art enthusiasts to the Museum Haus Konstruktiv's new website, which will soon go online.
Since 2015 Ruf Lanz has been promoting Museum Haus Konstruktiv, the institution for constructive, concrete and conceptual art. "Ruf Lanz always manages to get our house talked about beyond the initiated art circles with fresh, unexpected concepts," says Sabine Schaschl, director and chief curator, about the collaboration so far.
The latest campaign aims to bring as many people as possible to the new museum website. With Artist Talks, Collection Highlights, Limited Art Editions, digital Exhibition Tours and much more, the website is designed to be the perfect introduction to the world of concrete art and open eyes before the museum doors open.
That's why Ruf Lanz developed the "Q-Art codes". Each Q-Art code is inspired by a well-known concrete work of art. The trained eye recognizes visual references to Camille Graeser, Piet Mondrian, Victor Vasarely, Verena Loewensberg, Richard Paul Lohse, Vera Molnar, Anton Stankowski and Yayoi Kusama.
"The trick was to create a tribute to the greats of concrete art on the one hand, and at the same time fully functional QR codes that lead to the new website," says art director and illustrator Catherine Martin. Creative Director Markus Ruf adds: "After a long period of experimentation, all the motifs now work, right down to the iPhone 7, which is now almost a museum piece itself."
The campaign appears in English because Museum Haus Konstruktiv has an international outlook. A total of eight motifs will be seen on posters, advertisements, an art postcard edition and in various social media channels.
Responsible at Museum Haus Konstruktiv: Sabine Schaschl (Director and Chief Curator), Ladina Hurst (Press, Marketing & Public Relations). Responsible at Ruf Lanz: Markus Ruf (Creative Direction), Catherine Martin (Art Direction & Illustration), Armin Arnold (DTP), Kevin Meier (Project Coordination), Gian Marco Juon (Consulting Management). External partners: Reto Knödlseder (QR Code Controlling), RTK Medientechnik (Lithography).
