Kunsthalle Wien Taxis
Along the introduction of the new identity of the Kunsthalle Wien in May 2013 a launch campaign was designed to create public impact, all within certain budget constraints. In addition to a conventional PR and poster campaign putting forward the new brand identity, we entered into a cooperation with local taxi company Taxi 40100 for increased visibility in the streets of Vienna.
For this purpose, ten cabs had been redesigned and transformed into so-called art taxis.
Boy Vereecken, who had created the new identity for the Kunsthalle Wien, “dressed” the taxis as larger-than-life eagles, of course referring to the new design of the institution.
As an additional initiative, Liam Gillick converted some of the taxis into minimalist, moving measuring instruments, using scales along the surface of the cars’ chassis, with the intention to measure the beauty and uniqueness of the City of Vienna.
With nearly 150,000 daily brand contacts per taxi the initiative exceeded all expectations. Kunsthalle Wien “taxi-spotting” was introduced to the 20.000 Facebook friends and drove traffic for the various digital media Kunsthalle Wien is present in.
It was a perfect starting-point for the new identity and its corporate design, which besides won the German Design Prize a few months after its introduction.
Even today, nearly one and a half years later and long after our official cooperation with Taxi 40100 had ended, the art taxis continue to cruise the streets of Vienna, causing astonished faces in Vienna's cityscape.
Project-Coordination: Martina Piber