THE ART OF LOVE.
MASTER THESIS GESA BRAHM 2018

The Museum Kunstpalast in Düsseldorf. 100,000 masterpieces of art, for over 300 years. A palace that has, however, become increasingly uninteresting for young audiences in particular in recent years.

In order to get precisely this young target group excited about art again, I took a completely new approach for the Museum Kunstpalast for the reopening of the permanent collection. And in my master's thesis, I used a fictitious campaign to occupy one of the most popular dating apps in the world: Tinder!

Art goes digital: a remake of the works, very close to the user, as real people. Students from Düsseldorf become image godparents, staged as paintings from the collection. They create Tinder profiles. These are displayed to other users who have indicated similar hobbies or interests. Swipe left - swipe right: if a match is made, the picture sponsors invite the users to the Museum Kunstpalast for a free guided tour followed by a date night. In this way, people can not only get closer to art, but also to each other.

The Museum Kunstpalast brings people together. In a unique place to get to know each other, in an unconventional way.