"COME CLOSER TO ART": REDESIGNING HOW A CULTURAL LANDMARK IS SEEN, NAVIGATED AND EXPERIENCED

The Kunstgebäude Stuttgart is more than a building, it is a shared cultural platform, hosting multiple institutions, exhibitions and voices under one historic dome at Schlossplatz. Together with the Staatsgalerie Stuttgart, we were tasked with transforming this complexity into clarity: a unified brand system that can hold difference, and a campaign that turns attention into participation.

Our mission was to reposition the Kunstgebäude as an open cultural interface for the city of Stuttgart — both physically and digitally — and to translate its upcoming exhibitions, including the major presentation by Katharina Grosse, into a coherent identity system that invites people to engage rather than just observe.

Working closely with Staatsgalerie Stuttgart, we developed a full-spectrum brand ecosystem for Kunstgebäude Stuttgart. This included a complete corporate identity, a custom typographic system, and a digital platform that connects exhibitions and institutions within one navigational structure.

Beyond identity, we built the tools for activation and storytelling. A key element was the SGS-Fernglas, a public installation placed in the city that invites visitors to literally change perspective — discovering hidden miniature OOH interventions across Stuttgart and transforming urban space into a field of visual discovery.