The Bucharest Biennale is regarded as one of the most important cultural events in Europe and is widely respected by the international art scene. In 2016 the Bucharest Biennale wanted to do something different. Their challenge was to attract as many viewers as possible, making art more democratically available “for the many” as opposed to the few. The strategy was to move the art out of the exclusive galleries and onto the streets for everyone to enjoy. In partnership with Posterscope Romania they ensured the entire portfolio of contemporary art appeared on 21 outdoor panels across Bucharest.
The locations were chosen from the neighbourhoods most representative of Bucharest: from “the corporate quarter” to the “Chinese quarter” and other iconic areas, whilst the works presented in the Biennale was created especially with their specific location in mind – for a complete integration in the context. To further enhance the experience, 2 of the works were digitally powered: one billboard told a different story via augmented reality and another one sent the viewers to a movie on YouTube, presenting the harsh reality of the excess of stray dogs in Bucharest.
To enable the public to find all 20 locations, Posterscope created a mobile app ‘quest’ where the they could map out the locations, create an itinerary to view their favourite ones (calculating the shortest route to view them) and also enable them to access information about the selected works and the artist.
The collaboration between Posterscope and Bucharest Biennale was highly successful and generated PR across the world.