NRW-Forum Düsseldorf

Egoist! Egoist! Egoist! is exclaimed from one balcony and then another. To set the scene: a grand hotel, populated with models, angrily push open numerous balcony doors, one after the other, in order to hurl their ultimate message into the world. In another advertising clip a mechanical pink rabbit bangs untiringly on a drum thanks to the power of Duracell batteries.

100 monitors in a single room flicker for attention at the NRW-Forum: Jean-Paul Goudes sensationally choreographed advertisement for Chanel’s mens fragrance “Egoist” side by side with art videos. MTV clips next to pure advertising. Can one be permitted to ignore the steep cultural drop in such a way? When in 2004, the NRW-Forum risked such an unheard of dense video presentation of high and low, art and advertising, documentation and fiction there was a volley of criticism. Future-orientated voices began to see the light: the boundaries of various genres were not being leveled out, instead, as in a film laboratory, the aesthetic common ground was made being made visible.

With a flush of images of the past 25 years of video aesthetics, the NRW-Forum set a definite signal. Advertising was indeed a substantial pillar of the exhibition concept of the house from the very beginning, although following rather doubtful presentations such as the award-winning work of the Art Directors Club (2001), the idea of “Convergenz” became clearer. The debate encompasses the progressive melting process between media and genre.

Petra Wenzel and Werner Lippert, the two exhibition managers of the Forum, appear as advertisers and graduate humanists ideally appointed for this expedition. They shaped the first global art-sponsoring between Hugo Boss and the Guggenheim Museum. From New York they launched merchandising and innovative shop concepts for the museum – amongst others with Laurie Anderson. Werner Lippert believes that the ‘cultural situation’ and as such advertising messages are on the increase. Further: “The quality of ‘visual kidnapping’ between art, fashion, design and advertising is extraordinarily high.” Current advertising remains an exciting case for the museum.

further information in english

• The NRW-Forum Düsseldorf
• Address, opening hours, ticket prices
• Informations for visitors with disabilities
• History of the Exhibition Building
• Convergence
• Fashion
• Photography
• Caffe and library