To promote tourism in Viborg, Denmark, we opened an art gallery.
To highlight the city's cultural credentials and draw tourists we brought new life to the old Municipal building that now houses an ever expanding permanent collection of original, commissioned art.
Providing creative direction for the entire project, we pitched to the European Region of Culture to unlock EU funding then put on an exhibition to launch the space. In September 2020, shortly after we launched, Viborg was given official UNESCO Creative City status.
Building wraps placed around the city helped us pique interest in the show, and we covered shop windows with vinyl artwork installations before cutting into them so they interacted with the high street stores.
We chose artists with a strong online presence and asked them to make a piece of original, Viborg-related art they would donate to the gallery then post about on social media.