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30 May 2007
MetaDesign Promotes the “Most Beautiful French” from New York
The most beautiful French masterpieces come from New York, the promotional campaign from Berlin – the Berlin corporate identity and branding agency MetaDesign AG has developed the communications campaign and design concept for the Metropolitan Museum of Art’s exhibition in Berlin. As the slogan promises: “Die schönsten Franzosen kommen aus New York” (“The most beautiful French come from New York”). As with the successful campaign for “MoMA in Berlin,” MetaDesign created all the visual and audio elements of the design program, from admission tickets to the catalogue cover.
The French paintings from the New York-based Metropolitan Museum of Art will be on display in Berlin from June 1 to October 7. The roughly 150 top works of the twentieth century, including paintings by Manet, Degas and Gauguin, make up the Met’s most valuable collection. The communications campaign accompanying the exhibition will center on these unique jewels of art history and their home in one of the world’s most important museums.
As part of the communications and design concept, MetaDesign developed a variety of coordinated measures to promote the visit of the “most beautiful French” from New York. In addition to well-known design applications such as banners, posters and web pages, the campaign includes innovative elements such as the song composed for the show, “A.M.E.R.I.K.A.,” which can be purchased at the special museum shop. Visitors will also find a large selection of souvenirs from what is destined to be the top exhibition of the year. As an additional highlight, the terrace at the Neue National Galerie will be transformed into a summer oasis that invites visitors to take an excursion to France – “savoir vivre” for all the senses.
The campaign focuses on the journey the paintings will take from their “home” in New York to their destination in Berlin. The visual leitmotif of the design program – the airmail letter – is symbolic of messages from faraway lands and is well known in Berlin and beyond its borders. The colors of the French and American flags — red, white and blue — are an allusion to the collection itself and its ownership.
