MuseumsQuartier is a large openly accessible art complex that offers renowned museums, restaurants, cafés and bars. People visit MQ not only to consume art but for various purposes. For some it's a meeting point, some just sit on a bench, some just visit a restroom or just pass through. It's an easy, cool and happy place.
We chose a minimalist design that communicates the Wiener Schmäh, the very unique and also dark style of Viennese humour. We created a logo that doesn't only display the letters MQ, but also shows a happy face. The, "why so grumpy?" posters were intended to play with the concept of the preeminent grumpy Viennese stereotype. The happy faces should counteract this stereotype.
This concept also includes an interactive part: users could have used an app to turn grumpy faces that are projected on the facade of Leopold Museum into happy faces.
Launch Campaign
A lot of grumpy faces are projected on the walls of Leopold Museum. You can smile at one grumpy face on the downloaded app and the face will smile back :) The goal is to make all grumpy faces smile together.
Summer in MQ
Donate blood and get a free entry to a museum of your choice.
Buy one MQ fleece jacket and one will be donated to a homeless person. Anyone wearing the fleece jacket can enter the museums for free. Everyone has a right to enjoy culture and stay warm!
