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Back
3 February 2004
The Star Is . . . the Museum of Modern Art
"MoMA Is the Star!"- for some time now, eye-catching posters throughout the city have posed a puzzle to Berliners, but now this puzzle has been solved. The star to which these posters refer is the world-famous Museum of Modern Art, based in New York. This week, a new series of posters and advertisements - created by the Berlin branding and design agency MetaDesign - will inform Berlin residents of MoMA's exclusive guest appearance at the Neue Nationalgalerie. The MoMA show, which features 200 of the most important artworks of the twentieth century, will open on February 20 and run for seven months.
MoMA's visit to Berlin, which marks the museum's 75 anniversary, will give art aficionados from across Europe a unique chance to view masterpieces by such artists as Picasso, Dali, Matisse, Hopper and Pollock at the Neue Nationalgalerie. The exhibition is a cooperative venture initiated by the Museum of Modern Art, the Staatliche Museen zu Berlin, and the Berlin Festspiele. It has been made possible through the financial support of the Verein der Freunde der Nationalgalerie.
The initial poster "MoMA Is the Star", as well as a new series of motifs under the heading "The Star Is Coming! MoMa in Berlin," is part of a communications and design concept that MetaDesign has developed in collaboration with the communications agency Johanssen + Kretschmer. "To launch this event, we consciously chose to work with the brand name "MoMA," since it is largely unknown in Germany," says MetaDesign's executive board member Uli Mayer-Johanssen, explaining the agency's concept. The once-in-a-century show faces the daunting task of attracting thousands of visitors each day over the course of seven months, competing with a wide variety of other in-stitutions. For this reason, says Mayer-Johanssen, a primary goal been to create a high level of suspense and call attention to the exhibition even before its official opening. Berliners' reactions have demonstrated the effectiveness of the initial posters and advertisements: "We've received numerous calls from individuals and newspaper editors," says Mayer-Johanssen. "Everyone want to know who MoMA is."
The new series of advertisements and posters entitled "The Star Is Coming! MoMA in Berlin" will now provide an appropriate welcome for the guest from New York. And once the exhibition is underway, regularly changing poster series will draw attention to the opulence of the exhibition at the Neue Nationalgalerie.
Professor Dr. Peter Raue, chairman of the Verein der Freunde der Nationalgalerie, is looking forward to the exhibition?s official opening: "MoMA is a unique stroke of luck for Berlin. This will be a unique time for the Neue Nationalgalerie."
