Based on the idea of elasticity, Base’s proposal was for a concept that focused on the qualities of flexibility, resilience, and adaptability. The visual system was initially founded on a morphing wordmark with irregular spacing inside the letters, which in turn sought to address the strong Neoclassical features of the architecture through the malleability of the identity system.
The proposal included three key ideas:
- It portrays Haus der Kunst as a “Curiosity Sherpa” that will guide an eclectic audience through a wide variety of cultural fields.
- A tagline, “Stretch your view,” which will serve as an invitation to discover, as well as an expression of the philosophy and curatorial process championed by Haus der Kunst.
- The concept of a “container” aims at grouping all sorts of artifacts and cultural manifestations together and triggering interactions.

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