Weimar Opens Up

Culture

The Klassik Stiftung Weimar is one of Germany’s largest and most significant cultural institutions. It brings together more than 27 museums, historic residences such as the Goethe and Schiller houses, castles, parks, and scientific institutions—twelve of which are designated UNESCO World Heritage sites. Every year, the Klassik Stiftung Weimar dedicates itself to an annual theme, welcoming children and adults to a diverse program. This theme year encompasses exhibitions, events, tours, and interventions in public spaces.

In 2026, the foundation commissioned Stan Hema to strategically and creatively guide the development of the 2026 theme year "Öffnen" (Opening). As their partner, we developed the visual identity and took on full creative leadership, starting from the initial design idea all the way to the launch campaign. Our goal: a visual identity that makes openness tangible.

The leitmotif "Opening" serves as a design principle, a verbal anchor, and a connecting element for the entire communication. To visualize this feeling, we worked with a generative design tool. This allowed us to create fluid gradients, soft transitions, and open spaces that symbolize movement. The design reflects the diversity of an open society. The result of our collaboration is a series of approachable media and spatial encounters, showing that culture and therefore the houses of the foundation is a vibrant, open-ended process.