Never Judge an Orchestra by its Size

This campaign functions as an interrogation of the 19th-century symphonic ideal. We propose a shift from volume to density. By condensing the orchestral force into a tighter, more agile configuration, we amplify the individual agency of the musician and the acoustic intimacy of the listener.

Project Info

Reimagining how an ensemble for classical music communicates and connects to a younger audience.

Challenge

Classical music frequently struggles to resonate with younger demographics due to rigid institutional settings and traditional presentation formats. The genre requires a fundamental reframing to align with contemporary urban culture without compromising musical integrity.

Proposition

In the tradition of Arnold Schönbergs Verein für Privataufführungen, ensemble mini plays big orchestra pieces, intimately arranged for chamber orchestra – hence the name mini.  The playful location-based visual campaign, the slogan "Klassik neu erleben" (experience classical music in new ways), and the #newperspectives aimed to position the orchestra as a new and different creative force within the classical music scene. Classical music at the highest level, but with a playful creative twist.

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