JUNO WELA 
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CONCEPT & STRATEGY




THE EXHIBITION SPACE AS A PLAYGROUND

In curating this event, we aimed to create a playground rather than a museum space. As a result, artworks were constructed to stand on the floor as cubes which could be approached from four sides. Other canvases were lying flat on the floor (in order to be accessible to children) and some cubes were designed for visitors to walk through them. Guests were given brushes and sponges to paint on the seemingly empty canvases and reveal hidden motifs on them. This set-up helped to create proximity to the artworks as well as blurring traditional roles of artists and visitors.




COMMUNITY FOCUSED MEDIA STRATEGY

The main audience for this event was the local population, people with lived experiences of mental illness, as well as relatives of artists from pōk collective. Therefore, the media strategy for advertising this event was designed for three platforms: the international Living Museum community, the local arts and culture scene of St. Gallen, and the community for mental health activism in Switzerland.

As a result, the media strategy was a mix of online and offline marketing, using email newsletters, Instagram, posters, flyers, and cultural event calendars. In addition, we had an open call for artists from the international Living Museum community to participate with their artworks. We successfully exceeded our aim to reach 150 visitors and ended up welcoming over 250 guests from Switzerland, Germany, Belgium and even Brazil.



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