Sissi, Mozart & Co.: Kitsch as kitsch can!
gepostet am 16. April 2010 um 10:41
I'm continually being asked about the concept for the moving images in the Austria Pavilion. The design of the inner rooms is very playful and, admittedly, tending a little towards the kitsch. But our visitors certainly expect that!
Seventy to one hundred million visitors are expected, 95% of whom come from Asia, and the majority, naturally, from China itself. And Austria is now primarily associated with Mozart and Strauss, music and culture, with the Empress Sissi, wild mountain landscapes, lakes and rivers, Vienna and Salzburg. Anyone who knows Asia a little knows that the people here feel comfortable with these Austrian attributes!
In our presentation of the cities, primarily Vienna, we have attached great importance to making the high quality of life perceptible! Indeed, we can't score points with high-tech buildings and maglev railways, but we can for our natural living space in an urban environment. We show these using 360-degree panorama videos, whether they are vineyards extending as far as the city outskirts, the Prater meadows that actually reach into the centre of the city, or the skyline of Wagramerstraße in association with the Old Danube. Of course, the traditional Vienna can't be short changed, because the only things that the Chinese know about our little country are our clichés: Mozart, Sissi and old Vienna...