Studio Marcus Kraft, known for their innovative design work, has once again lent their creative touch to the annual Zürcher Theater Spektakel, a renowned festival showcasing contemporary performing arts in Europe. This marks the sixth collaboration between the festival and Studio Marcus Kraft. This year, the studio drew inspiration from a composition by Miet Warlop to craft a captivating campaign.

Central to this campaign are the plaster objects derived from the acclaimed opening piece "One Song" by Belgian choreographer Miet Warlop. These meticulously hand-crafted plaster panels feature raised words that contribute to the campaign's visual narrative. Artistic director Matthias von Hartz expressed his enthusiasm for this direct integration of visual communication with the festival's esteemed program.

The plaster objects take center stage across various media platforms, both as individual pieces and in diverse combinations. Despite the limited pool of 15 words, these combinations continuously yield fresh and unexpected content messages. The creative utilization of broken plasterboard adds further dimension to the variations. The campaign intentionally embraces a minimalistic aesthetic, serving as a deliberate contrast to the typically boisterous realm of advertising. This approach also underscores the humanistic essence of the festival. Studio Marcus Kraft's art director and designer, Marcus Kraft, highlighted the nod to Zurich's Dadaist heritage, achieved through the ever-shifting word combinations.

Adding to the immersive experience, the original plaster objects from the campaign are prominently showcased at the festival's main entrance throughout its duration. The captivating soundtrack accompanying the cinema trailer is derived from studio recordings tied to the upcoming album "One Song."

This year's festival boasts an array of highlights, including performances by Miet Warlop, a co-produced concert featuring indie pop star Feist, the Swiss debut of "Humas 2.0" showcasing contemporary acrobatics by Australian group Circa, and an installation crafted by the artist duo Plastique Fantastique.

With a rich history of drawing over 100,000 attendees annually, the traditional event is set to unfold in its 44th iteration from August 17 to September 3. Since 2018, Studio Marcus Kraft has consistently undertaken the responsibility of shaping the festival's campaign, visual identity, and all related elements of visual communication. More about their work can be found at www.marcuskraft.com.