The Sistine Madonna in the prefabricated building
In Dresden ist die Kunst zu Hause: Zur festlichen Wiedereröffnung des Semperbaus am Zwinger entwickelte Scholz & Friends eine Kampagne, welche die liebevolle Beziehung der Dresdner zu den Meisterwerken ihrer Sammlungen in den Fokus rückt. Dazu bringt die Agentur einige der grössten Kunstwerke der Stadt in die Wohnungen ganz normaler Dresdnerinnen und Dresdner.
The people of Dresden have a special relationship with "their" art. The "Sistine Madonna" and the "Slumbering Venus" are at least as important to the identity of the people of Dresden as the Frauenkirche or the Zwinger. But what actually happens to the world-famous paintings when the museum is closed for renovation and the construction workers arrive with jackhammers? What if they don't go into storage, well packed and guarded, but into people's homes?
For the opening campaign of the Gemäldegalerie Alte Meister (Old Masters Picture Gallery) and the Skulpturensammlung bis 1800 (Sculpture Collection up to 1800) in Dresden, Scholz & Friends hung some of the world's most valuable paintings on the walls of Dresden residents - with a little digital help. While the originals were kept protected, the agency used reproductions.
Doreen Scherfke, Marketing Director of the Dresden State Art Collections: "Art never stands on its own, art always needs a connection to people. That's why our reopening campaign focuses on the special relationship between the people of Dresden and "their" art."
Peter Rigaud photographed the motifs in private rooms of people who feel closely connected to the Gemäldegalerie. So what you see are real Dresden apartments instead of staged sets.
The campaign runs during the complete closure of the Semper Building for renovation. The motifs can be seen as OOH posters in five German cities, and print ads were also placed in tourism and art magazines. Online, the motifs are published on the social media channels of the State Art Collections as well as banners on online art magazines.
For the reopening on February 28, 2020, the paintings will once again hang where they have belonged since 1855: In the Old Masters Picture Gallery in the Semper Building in Dresden.
