New museum revives Hans Christian Andersen

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A one-of-a-kind artistic experience which provides a glimpse of the museum of the future

In the summer of 2021, the brand new Hans Christian Andersen House in Odense, Denmark will open its doors. The design is a poetic ode to the life and work of the Danish fairy tale writer Hans Christian Andersen. The Japanese star architect Kengo Kuma and his team came up with the design for the new museum – an elegant wood and glass construction that blends seamlessly into the lush green gardens. The unique combination of architecture, landscape and exhibition design means that the museum offers a completely new experience for the museum visitor.

The world of Hans Christian Andersen

Generations have been brought up with the stories of the Danish Hans Christian Andersen; one of the most famous and respected authors in the world. Everyone has heard of “the Little Mermaid”, “the Chinese Nightingale” or “Thumbelina”. But the new museum is not just about telling about Andersen and his fairy tales, but like Andersen. “Hans Christian Andersen’s artistic universe is wonderful. His fairy tales do not pretend to be universal truth, but rather point towards an openness – the peculiarity and complexity of this world,” said Henrik Lübker, the museum’s creative director. In this way, the new museum tries to create a breeding ground for new perspectives on ourselves, nature and our society.

An artistic experience

The vision of the Hans Christian Andersen House is therefore to bring his literary universe to life and to offer a complete artistic experience in which the interplay of architecture, sound, light and image continuously creates new experiences. Important in the creation process was the involvement of artists, filmmakers, illustrators and storytellers who gave Andersen’s fairy tales a completely new artistic interpretation. Underpinning this creation process is Andersen’s philosophy, running as a red thread through all of his fairy tales. There are profound messages in Andersen’s writing that reflect the author’s life. His work projects the duality of everything that surrounds us; real and imaginary, nature and culture, man and animal, light and darkness.

A new way of exhibiting

By immersing the visitor with all his sensory perception in Andersen’s fairy tale world, it is fully brought to life. The latest technologies and design concepts are cleverly used to connect everything so that the boundaries between reality and illusion appear to blur completely. By playing with perspective and scale, the visitor sometimes finds himself upside down, or at times very small. Due to the clever integration of architecture and landscape design, the journey through the museum leads visitors alternately inside and outside through the gardens. The magical gardens feel like a maze and the large plants have the ability to speak to you as you pass by. Because much of the museum is underground, sunken holes serve as a ‘gate’ between the real and the imaginary world.

The architects

The Japanese star architect Kengo Kuma and his team – well-known for the new Olympic stadium in Tokyo – were inspired by the fairy tale ‘The Tinderbox’, in which a magical tree reveals an underground world. “The idea behind the design equals Andersen’s method in which a small world suddenly unfolds into a larger universe,” says Kuma. The total area of ​​the museum and the garden is 12,600 square meters. Circular buildings of glass and wood are linked together like a chain and the curved green wall above ground defines both the garden and the underground exhibition spaces.

One of the biggest cultural openings of 2021

With a budget of more than 52 million euros, the new Hans Christian Andersen House is one of Denmark’s largest and most ambitious museum projects in recent years. The project was made possible by a substantial donation from The A.P. Møller Foundation, as well as from Nordea-fonden, The Augustinus Foundation, Knud Højgaards Fond and the City of Odense.

Odense

Odense – Denmark’s third city – is the birthplace of Hans Christian Andersen and is located on the island of Funen. Funen is rich in history, which can be seen in the many country houses and castles. You will find traces of Andersen’s existence all over the island. In addition, the island has many cycling and walking paths, a rich nature and, above all, a lot of water.

More information on the Hans Christian Andersen House

Anticipated opening: Summer 2021

Website: http://www.hcandersenshus.dk/

Adress: H.C. Andersens Hus, H.C. Andersen Haven 1, 5000 Odense

Why Art needs PR

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The power of publicity. A force of success which we believe definitely does not skip the realm of the arts. Public Relations (PR) for the arts is nothing new. A little less than 100 years ago in New York, Eleneor Lambert, a legendary art- and fashion publicist, represented successful artists such as Jackson Pollock, Jacob Epstein and Isamu Noguchi. Artists like Andy Warhol were a natural expert in how to leverage publicity and marketing in order to elevate his brand and generate revenue growth. He might have been a painter at heart, but Warhol knew intuitively how to translate his creative vision to captivate the media’s attention.

Picture of artwork by Jeff Koons in 1989, billboard called 'Made in Heaven'.
Made in Heaven Billboard, Jeff Koons, 1989

Owned, paid and earned

But first, what is PR exactly? Let us explain. PR refers to the ‘earned’ media part within the ‘owned’, ‘paid’ and ‘earned’ triad. All three elements are necessary for a successful marketing campaign. Simply stated, think of owned media as your own channels, such as your website and socials, and paid media as advertising space you actually buy, such as posters or ads in print and online media. A humorous example of paid media in the arts are the billboards bought as advertising space in 1989 by Jeff Koons. In fact, this billboard completely surpassed its function. As it was such an unconventional thing to do for an artist, it actually created a buzz and resulted in lots of publicity. Of course now we are aware that Koons meant it as a publicity stunt, which brings us to the last part of our marketing mix: earned media.

PR: authentic visibility

Earned media – PR –  is perhaps the most difficult and desirable part of the triad. We are essentially talking about free exposure from members of the press in the form of print, online, social, radio and/or TV. Think of interviews dedicated to artists, reviews discussing exhibitions, and even influencer Instagram stories exploring galleries and museums. In our current online reality, earned media relies heavily on online word of mouth, which may take the form of ‘viral’ tendencies, mentions, shares, reposts, reviews and recommendations. The power of free publicity resides in that the coverage is often editorial, authentic, and therefore seen as trustworthy and considered an endorsement. So, if you do not feel like investing in expensive and inauthentic advertising space, but you do not have Koons’s creativity to come up with cutting-edge publicity stunts, you would be wise to hire a PR agency.

The buzz

PR can be an amazing tool for artists and other cultural industry agents to create a buzz around their work. This work might relate to an exhibition, event, release or collaboration, but it may also relate to general profile building for an artist. To have a buzz surrounding one’s work rarely ‘just’ happens. A good PR agent will know when to say what, and most importantly, to whom. PR agencies keep a database of art writers, journalists, publishers, bloggers, opinion influencers, and more. Relationships are developed to maintain strong ties with those individuals through regular communication and networking.

Art PR can help:

  • Identify and understand your key audiences
  • Formulate a storytelling strategy
  • Translate your creative vision to the press
  • Create visibility
  • Develop relationships with buyers, collectors, curators
  • Build your brand

Curious how we can help you with your PR? View are services here or send us an email

Agency partnership with Flint Culture in London

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ArtPublicity goes international! Now?! Yes, now. The current pandemic brought about a time for reflection, innovation, and, surprisingly: connection. As we looked to our neighbours for inspiration and benchmarking – the UK has a rich cultural industry and many high quality one-stop PR agencies – a partnership emerged with none less than Flint Culture in London.

Founded in 2009, Flint Culture is a leader in Arts & Culture PR with offices in Mumbai, Delhi, Dubai and Istanbul. Flint Culture’s campaigns are specifically designed to attract and engage audiences, develop cultural brands and ensure maximum promotional impact beyond traditional public relations. Some of their best case studies are for the likes of London National Portrait Gallery, the India Art Fair, Odunpazari Modern Museum in Turkey, and the Hermitage Amsterdam.

First project: Hans Christian Andersen Museum

But there is more… We are also happy to announce that we will kick-off our partnership with an international campaign for the opening of the renewed and renovated Hans Christian Andersen Museum in the city of Odense, Denmark.

The museum, set out to open June 2021, honours H.C. Andersen, famous for his fairy tales. Of course we all know The Little Mermaid, The Ugly Duckling, The Little Match Girl and The Princess and the Pea, which have accompanied generations of children. Designed by the globally acclaimed Kengo Kuma architects, the museum is set to be one of the biggest cultural openings in 2021 capturing the fairytale spirit very accurately with its mystical structures and enchanted gardens. The campaign spans across The UK, Denmark, Sweden, Norway, Germany, Austria, the Netherlands and Belgium. ArtPublicity is honoured to the lead on the Dutch and Belgian PR campaigns.

Looking into the future filled with fairytales, as well as an extended network and enriched cross-fertilization, we are definitely entering 2021 on an optimistic note!

Interested in our services? View are services here.

Counterbodies: a female perspective on the body

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Uncomfortable subjects, naked truths and unconventional perspectives: that’s what Counterbodies is all about. The unique pop-up exhibition presents the work of twelve (international) female artists – including Margiet van Breevort, Guda Koster, Kim van Erven, Daleen Bloemers and Natalia Grezina. The body is a theme that continues to fascinate, and which has inspired each of the artists in her work. Counterbodies pushes boundaries and breaks taboos. Curators Marth van Loeben (affiliated with Chrysalid Gallery) and Vladimir Radujkov (affiliated with NEON Foundation) provide both a fresh perspective and a high-quality standard by offering established as well as young artists a stage. A highlight of the side program definitely worth a detour! Read more…

When? During Art Rotterdam 2021 from 30th of June – 4th of July

Where? De Achtertuin, Oostzeedijk 108, 3063 BG Rotterdam

For more information please visit the website

The art of showing art today special 2020

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Zhenya-met-zijn-nieuwe-apparatuur-Zavarzino-Siberië-1992-©-Bertien-van-Manen

The cultural- and creative industries connect, help and inspire

Museums, galleries, (dance)theatres and creative hubs in the cultural- and creative industries are unfortunately forced by COVID-19 to keep their physical doors closed for the public. Luckily the industry does not lack creativity and innovation, which results in digital doors opening up left and right. Culture lovers can let out a sigh of relief thanks to many creative solutions and initiatives which enable the consumption of art at home. For the hardcore museum-goer there are virtual tours, for the dance-fanatic there are online streaming options of performances, for music-junkies there are live online concerts and for the fashion-creative there are digital fashion try-ons. Moreover, artists contribute significantly to society by sewing face masks, preparing food packages, and offering iconic art as a beacon of hope. Art is love!

Check out all initiatives here.

Club Atelier helps with “Music, Meals & Movies”

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This creative community comes up with new initiatives and calls for participation
Club Atelier would open the new second larger location in Amsterdam in mid-March. A creative place for culture, sports, work and events, where everyone is welcome. Due to the Corona pandemic, the opening has been delayed, so they come up with 3 inventive initiatives to still be able to contribute. Recreational, but also for people who need help just now. They help by offering live music and concert streaming, drive-in bios and food packages. The Atelier team is met with partners and volunteers working hard to accomplish all this. The call is that people sign up to help or if they need help! With the proceeds of all donations, Club Atelier would like to thank all heroes and kept within the crucial professional groups as soon as the sun shines again and the virus is over by organizing a benefit festival on the museum square for 50,000 people for all ages with music, sports and games : www.heroes-fight-against-corona-festival.com! In addition, the proceeds will be used to set up a fund for duped freelancers and the Red Cross will be supported.

Club at home
Club Atelier, in collaboration with its partners, will provide a number of streamed dance and live music concerts from the Club Atelier location in Amsterdam. Of course without an audience, because those are the dance lovers at home. The line up with dance and live music will be announced in the coming days.

Drive-in cinema
Club Atelier will also create a drive-in cinema in their large car park. The drive-in cinema and the live streaming of music and concerts are of course free. All viewers and visitors can donate an amount via account number NL52INGB0007964336 in the name of Atelier AF3 B.V. stating we all support. The proceeds will be used to organize a benefit concert for the crucial professional groups that keep society running, such as in healthcare and education. The promotion runs indefinitely.

Food packages
In addition to giving a creative twist to fun activities, Club Atelier also thinks of the elderly and people in healthcare who need help now. The elderly often cannot do their shopping and hospital staff often do not have time to prepare a meal. Club Atelier makes it possible to collect food packages for free on location, or to have them delivered free of charge.

Support both ways
Do you need help or do you want to help with cooking, turning, playing, delivering or otherwise? Please let us know via support@club-atelier.com.

Substantive and further detailed executive announcements about the three initiatives including line up, data, URL of the streaming channel and the details and allocation of the revenues are published and updated via the Club-Atelier website, the Linked In Page, Facebook and Instagram .

These initiatives are made possible by partners of Club Atelier and highly valued family and (often self-employed) friends:
Club Atelier – Heineken – Bud – Grolsch – Red Bull – Triledgy – Hanos – Pernod Ricard – Vascobelo – Sir Joe – Lipton – Bos Ice Tea –- Fysiomed – Savills – Workthere – CBRE – DBN Groep – Boelens de Gruyter – Omeso – Tutti Celli – Seawolf Records – Floatville – EGG helmets – Gymbox – Ventil – BEGIN-Amsterdam – Taide – E-Lockers – Zijlstra and Ten Hove – The Boys of the Younger, BVRI – MissPublicity – Art Publicity – Sounddream Audio– G Star – Woodwork – The Pizza bakers – AXP Accountants, Jaap Admiraal Makelaardij, Marie Stella Maris – VICE, Jan Magazine – Renze Ten Cate Design, Jorna Event Producties, Frank Nijpels production, Jesse Nieuwenhuijzen – and countless other enthusiastic helpers and volunteers.

About Club Atelier
Club Atelier is an initiative of Charly Heusschen, Omar Jacobij, Loek Mennen and Samson Genet. It is a label with a conscious DNA and mishmash of work, culture, sports, business, events, kids playground and workspace community. Atelier cannot be put in one box: refuse to choose. Atelier mixes all colors and flavors.

It is “an industrial and colorful block box that can be colored in according to your own ideas to inspire, wonder and create”. Club Atelier has 3,000 square meters of surface and a terrace of more than 1,500 square meters full in the sun – so that is enjoyable. And that within five minutes cycling from the Vondelpark, Amsterdamse Bos and the Nieuwe Meer!

The starting point is a creative place where everyone is welcome for almost all imaginable activities and collaborations. Club Atelier is based on the following pillars: office, rental, events, catering, sports and kids. The activities are a mix of own initiatives and co-ops with other creative entrepreneurs, initiators and brands who are still looking for a place for “whatever it may be.” Think of meetings, coaching sessions, photo shoots, club evenings. , workshops, hairdresser, personal training, boot camps, vinyl record sales, private dinners and yoga sessions.

More information about Club Atelier
Address: Anthony Fokkerweg 3, 1059 CM Amsterdam
Contact: Charly Heusschen, 0629052633
Website: https://www.club-atelier.com/
Instagram: https://www.instagram.com/club_atelier_amsterdam/
Facebook: https://www.facebook.com/Club.Atelier.Amsterdam/

 

Shanghai inspiration tour 2019

By Collections, Exhibitions, Performers, Uncategorized, Venues, Visualists No Comments

A glimpse of a week full of inspiration in China’s largest city; Shanghai. 🇨🇳

From the vibrant M50 Designer Districts where you can also find a lot of work by Dutch artists, to e-commerce platform and agency ArtGoGo and from tiny-house manufacturers to of course very special local F&B concepts.

But certainly a lot of pre-work for the upcoming exhibition of AAA Fresh in Shanghai in April 2020. So, to be continued in four months…

Grote Nederlandse Kunstkalender

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There it is, 3kg with both renowned artists and upcoming talent. A different work every day for 2020, packed with visual art, photography, fashion, illustrations, architecture and design.

With great pleasure and honor we have given our editorial input to various artists within the spectrum of contemporary art from our network.

Spoiler alert! These following heroes have their own day:
10-01-2020 Ottograph
18-02-2020 I AM EELCO
24-02-2020 AAA FRESH
03-04-2020 Grace Spiegel
13-05-2020 Frans Karthaus
29-06-2020 Tymon De Laat
04-07-2020 Stefan Da Costa Gomez
29-07-2020 Jayven
14-08-2020 Marcel van Luit
23-08-2020 Leon Keer
15-10-2020 Djoreen van der Meer

More info and webshop here!

The New Current introduces emerging artists Art Rotterdam Week.

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Large-scale exhibition in Spanish Cube shows work by new makers.

After their debut in February 2019, The New Current returns to one of the largest art events in the Netherlands: Art Rotterdam Week. During the exhibition, starting artists explore the (un) real world between people and technology. The large-scale exhibition shows major works and can be seen from 4 to 9 February 2020 in the Spaanse Kubus, near the Van Nelle Fabriek.

Press Release in Dutch here!

Rotterdam Art Collective AAAFresh123 Opens Exposition “De Kleur is Terug”

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A positive commemoration of the power of humanity
On November 9, 2019, AAAFRESH123 will open the exhibition “De Kleur is Terug” in their studio at the Zaagmolenkade in Rotterdam. “De Kleur is Terug” tells a positive story about the darkness of war: the realization that after war a person can bring the color of life back, wherever in the world. A positive memorial to the power of humanity. Artists Hans Kleinjan, Maikel Kleinjan, and Roderik Faasen are working together with the Spanish steel artist Toni Mari during this exhibition.

The Color is Back
In May 2020, it is eighty years ago that Rotterdam was bombed by the Germans. Many beautiful buildings from the city center were destroyed. For years the artists of the art collective AAAFRESH123 took old Rotterdam as a source of inspiration for many of their painting. The reconstruction appeals to the imagination while walking through the port city, but sometimes the cityscape is still a little disappointing. Yet you get the feeling that the city is going to shine more and more.

During the exhibition “De Kleur is Terug”, AAAFRESH123 presents an art object that will be placed in the outdoor space next year. In collaboration with the Spanish steel artist Toni Mari, AAAFRESH123 makes artwork that reflects on the harsh reality of the violence that has destroyed old Rotterdam. This work of art will act as a symbol of the perseverance that was required to make the city shine again. In addition to the new art object, a range of paintings can be seen that the artist trio made in the past year. The artists are very involved with Rotterdam and therefore feel part of the strong growth that the city has experienced in recent years. This feeling is reflected in various paintings.

About AAAFRESH123
Artists Hans Kleinjan (1958), Maikel Kleinjan (1984) and Roderik Faasen (1990) brushed their heads in their studio in the Old North of Rotterdam. Their meeting in 2008 turned out to be a “match made in heaven”. Their work is now hanging all over the world; from a chic villa in New York to a bungalow in the Amazon. They have also exhibited in Milan, Antwerp, and London. They also painted live during events, such as the North Sea Jazz Festival and the MTV Awards. The majority of the paintings are made by the three of them together, resulting in surprising and especially colorful artworks.

More information about the exhibition ‘De Kleur is Terug’ and AAAFRESH123
Date: November 9, 2019
Time: 5 p.m. – 11 p.m.
Address: Zaagmolenkade 123/124, 3035 KD Rotterdam
Email: info@aaafresh123.com
Instagram: https://www.instagram.com/aaafresh123/
Website: http://www.aaafresh123.com/