Opinion / Chiara Rimella
Mother of invention
During a season of cancelled art fairs, exhibitions and festivals, what have you missed the most? The pleasure of perusing a gallery with your feet and not with a few clicks? The sense of community that comes with being in a space shared with people who love the same things as you do? When talking to graphic designer Marcus Kraft last weekend I realised that the answer to that question, for me, is the serendipity of discovery. His studio is working with performing arts festival Zürcher Theater Spektakel (pictured) on the campaign for an edition that is outside the ordinary.
Even though cultural institutions are largely operating close to normal in the Swiss city, setting up an event that is based around live performances and attended by a large audience is still not entirely straightforward. To work around the problem, the festival is foregoing a central venue (and a central programme) and has opted for a series of pop-up events that will take place mostly unannounced around the city. The lack of publicity should limit the gatherings of large crowds – and it will also provide an element of much-needed surprise.
The necessary rules implemented by galleries, museums and venues as they reopen around the world typically require a lot of planning: booking is sometimes necessary, paths around the artworks pre-determined. A considered and inventive approach can turn these limitations into springboards and the experimental results can be a true discovery for visitors and organisers alike.