June 2006
Insurance company to take over Haus der Kunst?
You may well look twice next time you’re passing the
Haus der Kunst on Prinzregentenstrasse. For, instead of the usual ivy creeping over the stonework—the plant, thankfully, hides the unattractive, Nazi architecture — you’ll notice the glaring, oversized logo of a large insurance shouts from the rooftop. But, do not worry The
Haus der Kunst is still devoted to art. The positioning of the logo is merely the result of a successful marketing coup by an insurer who had to bow down to the all powerfulness of FIFA. As FIFA will only allow those companies who’ve paid their way to sponsor the World Cup to be promoted at matches, Allianz has had to remove its logo from the football stadium. And as the
Haus der Kunst happens to be hosting a fascinating exhibition on the work of stadium architects Herzog and de Meuron (until July 30), the insurance bosses, at least, considered it a good idea to say that, mounted at this location, their logo has been wondrously transformed into art.
We only can but hope that Allianz will provide the city of Munich’s art promotion program with a sum commensurate with the ad display—after all, it would be unheard of to get such a top advertising spot for free. <<<
