Public Movement's Re-Branding European Muslims: A Gala Performance
On 28 September 2012, the Tel Aviv-based organization Public Movement hosted a gala at the Steirischer Herbst festival in Graz, Austria, to commemorate the acknowledgment of Islam as an official religion in the country. The event, named Re-Branding European Muslims, showcased proposals from three branding firms: Demner, Merlicek & Bergmann (DMB), Love Tensta, and Metahaven, who aimed to 'rebrand' the image of European Muslims. The audience's vote resulted in DMB's victory, leading to their billboards being displayed in Graz during the autumn of 2012. The initiative stirred debate and was entered into a national branding contest. Dana Yahalomi, the leader of Public Movement, elaborated on the project's objectives in an interview with Afterall on 11 April 2013, highlighting the role of public discourse and artists in formal events. The gala also featured performances by a Bosnian choir, belly dancers, and classical guitarists.
Key facts
- Public Movement is a Tel Aviv-based performative research body.
- The gala took place on 28 September 2012 at Steirischer Herbst festival in Graz.
- Three branding agencies presented campaigns: DMB, Love Tensta, and Metahaven.
- DMB's campaign won the public vote and was displayed on billboards in Graz in autumn 2012.
- The project was part of Austria's centennial celebration of Islam's official recognition.
- The voting required participants to stand publicly to cast their vote.
- The project was nominated for a national branding competition and caused controversy in Austrian press.
- Dana Yahalomi is the leader of Public Movement.
- The gala included a Bosnian choir, belly dancers, and classical guitar performance.
- The interview was published by Afterall on 11 April 2013.
Entities
Artists
- Dana Yahalomi
- E. C. Feiss
Institutions
- Public Movement
- Afterall
- New Museum
- Performa 11
- Van Abbemuseum
- Israeli Center for Digital Art
- Baltic Circle
- International Theater Festival in Helsinki
- Steirischer Herbst
- Demner, Merlicek & Bergmann
- Love Tensta
- Metahaven
- Berlin Biennale
Locations
- Tel Aviv
- Israel
- Graz
- Austria
- Helsinki
- Finland
- Tensta
- Sweden
- Europe
- Greece
Sources
- Afterall —