Interpretation and Reception: Bauhaus Brand in the Field of Tension between Cultural Concept and Everyday Use
The Bauhaus has become a global brand that is a cipher for high-quality design from Germany. Especially in the Bauhaus anniversary year, the appreciation, but also the marketing of the Bauhaus comes to the fore. What aspects define the successful Bauhaus brand? Which values and contents are placed in the foreground – highly cultural, design-oriented, education-oriented or marketing-oriented? Furthermore, there is a general awareness of Bauhaus, embodied by the Bauhaus Baumarkt. A “high-cultural” and “general” reception of the Bauhaus brand opens up. Which aspects of the Bauhaus are actually perceived in everyday culture?
The starting point of the workshop talk is the question of how the reception of the word brand has developed – in terms of typography, the presentation of the Bauhaus during the 100th anniversary and the rights of individual institutions to the “Bauhaus brand”.
The participants will collect online articles and everyday cultural objects that question Bauhaus as a brand. The collection will be presented discursively in the workshop and transformed into a tableau.
Keynote speeches / guests:
Philipp Oswalt, University of Kassel, curator of the exhibition “bauhaus | documenta. Vision and Brand”
Daniel Tyradellis, curator of the exhibition “bauhaus | documenta. Vision and Brand”