Starting in 2012, Lupo Burtscher has been developing the Vereinigte Bühnen Bozen (VBB) theatre season’s yearly campaigns. In 2012 it also redesigned their visual identity, introducing the acronym VBB. For each theatrical season the dominant colour changes as well as the various titles, which take on different forms, each time playing with typographic experiments.
A special story in pictures translates the vital soul of the theatre and the visual identity of each season, thanks to the contribution of a local artist or photographer selected each year. From this a project is born where artistic practice gives volume to the theatrical season. It is a visual path that is completed gradually, using all communication instruments available to the point of it physically entering the foyer, thanks to “Kunst zu Gast”, a programme created specifically to present a new work by the artist.
Art is inserted into the theatre generating a short circuit for the public: on posters, brochures, programmes and gadgets, the image is no longer a theatrical stage direction but defers to another artistic idea. Theatre as experimentation and contamination. The public as active participants: looking at a poster is not just being subjected to an image. It is an opportunity to reclaim public space from the predominant advertising presence in favour of a proposal for freedom of expression that conveys the sense of what the arts defend, whether visual, theatrical or other.
For both the 2020-2021 and 2021-2022 seasons a series of murals by the South Tyrolean artist Egeon have been chosen as the starting point for the visual communication. The artist draws inspiration from people and their behaviour. He explores the cognitive and emotional map that guides the human mind and determines our perception of reality.
The combination of Egeon’s images and the handwritten style of the title borrows from the visual language of street art.