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Application of Kakemono for Haus Der Kunst

A new signature for Germany’s leading contemporary art institution

Haus der Kunst is Munich’s prime non-collecting contemporary art museum. It houses an interesting paradox: a colossal building – an icon of ideological power – versus a museum director whose progressive programming makes waves internationally. We translated this paradox into a visual identity that celebrates the idea of multiple viewpoints.

Building of Haus Der Kunst in Germany

A museum built as the first monumental structure of Nazi architecture that is now the home of progressive contemporary art – this was a fascinating story to work with.

Sander Vermeulen, Design Director
Interior of the building Haus Der Kunst
Director of Haus Der Kunst at his desk
Haus Der Kunst logotype
Brand tagline of Haus Der Kunst "Stretch your View"

An inquisitive, curious logo. Flexing the mind. Exploring the boundaries. Leaving open spaces that invite you to enter.

Jasmine De Bruycker, Strategist & Copywriter
Simulation of Haus Der Kunst digital experience on a tablet

A stretchable system allows you to look at things from various angles by moving and shifting position – linking what you know with new ideas, viewpoints, and topics you didn’t even know you were interested in.

Sander Vermeulen, Design Director
Haus Der Kunst branded interior
Leaflets designed for Haus Der Kunst

Stretching also implies constant movement and energy. Expanding and contracting. Zooming in and out. It absorbs & releases heat, caused by friction. Art is energy. Art is friction.

Jasmine De Bruycker, Strategist & Copywriter
A poster designed for Haus Der Kunst
Two leaflets designed for Haus Der Kunst
A poster designed for Haus Der Kunst
An application of Haus Der Kunst communication campaign on a screen
View of the website designed for Haus Der Kunst on desktop

We envisaged the museum as a curiosity sherpa who steers visitors into more conscious and inspired looking and thinking.

Jasmine De Bruycker, Strategist & Copywriter
View of the website designed for Haus Der Kunst on tablet