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Learn more about ADC105
Category
Posters / Traditional - Series
Annual ID
ADC104_BCD023B
Background
The Berlin Philharmonic – the world-famous concert hall in the middle of Berlin – celebrates its 60th anniversary. For six decades, it has been the home of the Berliner Philharmoniker, one of the best orchestras in the world.
The iconic building was designed by architect Hans Scharoun. His architectural ambition was to put the music in the middle. For the Berlin Philharmonic, he designed an auditorium where the stage is not at one end of the room like in conventional, so-called “shoebox” concert halls.
Instead, he placed the stage right in the center, where the performers are surrounded by the audience from all sides. This ground-breakingly new layout set the standard for concert halls worldwide, from Sydney and Tokyo to Los Angeles or Rome.
The iconic building was designed by architect Hans Scharoun. His architectural ambition was to put the music in the middle. For the Berlin Philharmonic, he designed an auditorium where the stage is not at one end of the room like in conventional, so-called “shoebox” concert halls.
Instead, he placed the stage right in the center, where the performers are surrounded by the audience from all sides. This ground-breakingly new layout set the standard for concert halls worldwide, from Sydney and Tokyo to Los Angeles or Rome.
Creative Idea
We wanted to honour the building’s jubilee in a way that lives up to the high artistic standards of the orchestra as well as the building and its architect Hans Scharoun.
With the Philharmonic Prints, a series of handmade artworks, we highlight the building’s characteristic design language, which permeates the entire architecture of the building – both inside and outside. Reminiscent of abstract modern art, the artworks live and breathe the same creative spirit that this iconic building has embraced for six decades.
With the Philharmonic Prints, a series of handmade artworks, we highlight the building’s characteristic design language, which permeates the entire architecture of the building – both inside and outside. Reminiscent of abstract modern art, the artworks live and breathe the same creative spirit that this iconic building has embraced for six decades.
Insights & Strategy
Built among the ruins of war-torn Berlin and situated next to the Berlin Wall in the western part of the city, the Berlin Philharmonic became the symbol of a new democratic and liberal society – a beacon of artistic freedom. Its iconic exterior and interior underlined this ambition with an expressive new approach to the way of what a concert hall should look like.
Based on the centrally located, pentagon-shaped stage, the Berlin Philharmonic is rich with distinctive shapes, structures and surfaces that underline its iconic and incomparable status as one of the most recognized and celebrated concert halls in the world. Most of them were specially designed for the Berlin Philharmonic by Hans Scharoun and his team of architects, designers and artists.
It was in this building that the Berliner Philharmoniker celebrated their greatest artistic triumphs of their 140-year-long history. Led by chief conductors Herbert von Karajan, Claudio Abbado, Sir Simon Rattle and Kirill Petrenko, the orchestra became one the most renowned orchestras in the world and welcomed many the greatest performers and soloists onto its stage – from the world of classical music to jazz and pop.
Based on the centrally located, pentagon-shaped stage, the Berlin Philharmonic is rich with distinctive shapes, structures and surfaces that underline its iconic and incomparable status as one of the most recognized and celebrated concert halls in the world. Most of them were specially designed for the Berlin Philharmonic by Hans Scharoun and his team of architects, designers and artists.
It was in this building that the Berliner Philharmoniker celebrated their greatest artistic triumphs of their 140-year-long history. Led by chief conductors Herbert von Karajan, Claudio Abbado, Sir Simon Rattle and Kirill Petrenko, the orchestra became one the most renowned orchestras in the world and welcomed many the greatest performers and soloists onto its stage – from the world of classical music to jazz and pop.
Execution
The anniversary campaign highlights the building’s characteristic design language, which permeates the entire architecture of the building – both inside and outside.
As handmade and analogue as the classical music of the Berliner Philharmoniker itself, we produced a series of abstract artworks in direct contact with the distinct architectural forms and structures of the building,
From printing to frottage, from heliography to embossing – we employed a wide range of artistic techniques to turn the shapes and structures into minimalist abstract art.
Focussing on often overlooked details and parts of the building, the series of artworks opened new perspectives on a building familiar to most Berliners and many classic enthusiasts around the world.
As handmade and analogue as the classical music of the Berliner Philharmoniker itself, we produced a series of abstract artworks in direct contact with the distinct architectural forms and structures of the building,
From printing to frottage, from heliography to embossing – we employed a wide range of artistic techniques to turn the shapes and structures into minimalist abstract art.
Focussing on often overlooked details and parts of the building, the series of artworks opened new perspectives on a building familiar to most Berliners and many classic enthusiasts around the world.
Results
Embodying the stunning visual language of the Berlin Philharmonic, the artworks celebrated the building’s jubilee in a unique and artistic way that matches its high standards of the Berliner Philharmoniker and their iconic home.
The artworks invited the audience to take a closer look and opened new perspectives on a famous and familiar building. In times of steadily declining funding for the arts in Berlin and elsewhere, the campaign Berliners and classical music enthusiasts to honour and preserve this rich cultural heritage in the heart of the Berlin.
Admired by the audience and the orchestra’s musicians alike, the campaign motifs that were featured on billboards, print as well as digital ads, soon became available as posters through the orchestra’s gift shop.
The artworks invited the audience to take a closer look and opened new perspectives on a famous and familiar building. In times of steadily declining funding for the arts in Berlin and elsewhere, the campaign Berliners and classical music enthusiasts to honour and preserve this rich cultural heritage in the heart of the Berlin.
Admired by the audience and the orchestra’s musicians alike, the campaign motifs that were featured on billboards, print as well as digital ads, soon became available as posters through the orchestra’s gift shop.
2025 Awards
Total Points: 9
Bronze Cube
Credits
Agency
Scholz & Friends / Germany
Art Director
Chiara Astuti
Chief Creative Officer
Matthias Spaetgens
Creative Director, Art Director
Philipp Weber
Account Management
Salvatore Amato
Camera
Frederik Engelhardt
Creative Director & Writer
Felix John
Direction, Camera, Editing
Daniel Klessig
Graphic Assistant
Lukas Ruprecht
Head of Marketing
Natalie Schwarz
Managing Director Creation
Robert Krause
Print producer
Benito Schumacher
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