Master Project — 2017
W/ Urgent Agency, Instant City, Offshore Studio, CAFX
Cultural diversity refers to the existence of a variety of cultural or ethnic groups within a society. In Denmark, cultural and urban development policies are implemented in popular areas to improve social inclusion and reduce ghettoization effects. However, those policies aim mainly to democratize the country's art and legitimate culture to develop the notion of citizenship. They rarely consider the local popular cultures. Hence, these minorities generally do not feel culturally represented through these actions. Shouldn’t we develop a concept that will promote cultural diversity and support the representation of marginalized population living in vulnerable residential area in the Danish society? Gellerup is a popular area of the city of Aarhus, categorized as a ghetto, which is mainly populated by people with refugee and immigrant background. The locals created the Gellerup Museum, a cultural institution aiming to support local cultural activities. However, the institution doesn’t attract visitors anymore. Failing to fulfill its goals, the museum has been abandoned and may close definitively. Therefore, this project aims to create a new concept for this latter including a visual identity, a communication strategy and the necessary contribution tools so that the institution can sustain. The overall identity is based on the participative approach to let people design and create by themselves visuals that reflect them the most. Through the shape of the apartment, the logo emphacizes the concept of an informal of museum that leaves space for cultural democracy. This dynamic logo is the base of the overall communication tools and can be used as a frame for contents. Those tools are available on the museum's website as templates. Future contributors can therefore have access to them, design their exhibitions, create their communication tools and promote easily their creativity.