Campaign for art and the region
Chemnitz is the European Capital of Culture 2025.
Under the motto C the Unseen, projects with activities in almost all areas of society and culture will take place throughout the year.
The PURPLE PATH art and sculpture trail is one of the largest projects of the European Capital of Culture. For the opening weekend of the PURPLE PATH, we designed the key visual and conceived and produced the cross-media campaign.
Kulturhauptstadt Europas Chemnitz 2025 gGmbH
Campaign for art and the region
2025
Contemporary works of art by more than 60 regional and international artists can be found along a 400km route in Chemnitz and 38 municipalities in the Capital of Culture region. These include artworks by Alice Aycock, Jay Gard, James Turrell and Karolin Schwab. The project connects the communities with each other and takes into account the 650 years of mining tradition. The PURPLE PATh is an open-air museum – art you can touch and hike through.
In the key visual, different paths meet and form a network. The pink meeting points stand for dialog and exchange.
In addition to posters, advertising pillars and digital and print ads, the out-of-home campaign also included collaboration with an influencer from Chemnitz. We also designed the program booklet and a detailed newspaper with curatorial insights.
Image credits from top to bottom:
Alice Aycock, Twister Again, 2022; Courtesy: Galerie Thomas Schulte; Foto: Ernesto Uhlmann
Wilhelm Mundt, Trashstone 689, 2017; Courtesy: Buchmann Galerie Berlin; Foto: Johannes Richter
Kulturhautpstadt Europas Chemnitz 2025 gGmbH
Natalie Bleyl
Kulturhautpstadt Europas Chemnitz 2025 gGmbH
Olaf Holzapfel: Zwei in ein ander Gewobene; Courtesy: Olaf Holzapfel; Foto: Johannes Richter
Karolin Schwab, My Floating Home am Mühlengraben in Niederwiesa, 2024; Courtesy: Karolin Schwab; Foto: Johannes Richter
