The power of visualizing languages in the urban space by Daniela Krautsack from austria

Steve Jobs, Sir Ken Robinson, Alois Alzheimer, James Watson, Karl Kraus and Helmut Qualtinger – just to name a few of the famous thought leaders that left their footprint in the global landscape of culture, media, research and technology and the ‘every-day heroes’ who nowadays work in these industries are being honored in an Urban Experience Project in Vienna. 17 installations were placed in the new Viennese business district ‚Media Quarter Marx’ (www.neumarx.at) which is to become the most important location for media, research and technology in Austria.

Curator Daniela Krautsack (http://www.cowsinjackets.com) aimed to merge the different work fields of the residential businesses and institutions under the slogan ‚language and space’ and collaborated with artists, designers and talented craftsmen. Krautsack explains, “The installations visualize contemporary codes, chips, technical terms and industry-specific trends that often create resentment of those who are not familiar with the subject. We aimed to create curiosity instead and invite employees and residents of the surrounding residential neighborhood to communicate and connect.” Walls, floors and architectural objects in the area provide the canvas. The visualization of the ‘languages’ is expressed through letters, QR codes, Instagram images and symbols and uses special 3M asphalt foils, spray-paint, Styrofoam, wood, acrylic glass and in one case even the sun is needed to project letters through a stencil (shadow sign board) on the floor.

Most people gather around four of the seventeen installations: 1) The Urban Art Tree referred to as ‘power-point’ of Neu Marx is to transmit energy and relaxation to those constantly stressed. 2) The two Urban Farming beds offer tomatoes, peppers, cucumbers, different kind of herbs and a variety of summer fruits to everyone working in the area. Employees of the surrounding offices not only started to regularly pick the greens but also volunteer for watering the plants. 3) The oversized book and a poem payed tribute to the printed book while explaining why digital reading will provide efficient education services. QR codes were scattered around the book and allowed a free download of e-books. 4) While it was prohibited to position any form of media in the park, we used the sun rays to write on the pathway through the park. Even the authorities who had neglected any artistic form of intervention we suggested, applauded this 'walk-through' idea that does not leave any stains and requires no maintenance.