MQ Anniversary Campaign

Through Semotan’s visual language, the individual attitudes of those portrayed and their personal connection to the MQ become apparent. The MQ reveals itself as a shared space for creativity and life. Beda Achermann’s graphic design continues this narrative by staging the memories shared by the protagonists—sometimes private, sometimes drawn from a professional context. Always evoking that place where stories, encounters, and thoughts have been accumulating for 25 years. Achermann also expands upon the photographs with works from the Leopold Museum and the mumok.

The exhibition is complemented by the Enzi, the MQ’s iconic seating, which serves both as a consistent stylistic element and subtly carries forward the cultural heritage: with every Enzi that finds its way out into the world, a piece of the MuseumsQuartier is carried along with it. Always positioned differently, the Enzi also serves as an architectural element, sometimes staged as a bench, a desk, or even a soccer goal. In this way, the Enzi once again underscores its cult status.

This paints a picture of a community—the “MQ Generation”—that embodies the diversity of voices which have shaped and enlivened this arts and culture district, transforming it into a gathering place and a space for reflection. It is defined by a shared mindset: openness, curiosity, optimism, and a desire for creative dialogue.

To accompany the anniversary campaign, the publication “Generation MQ” is being released. Designed by Beda Achermann / Studio Achermann, the magazine brings together all 25 portraits by Elfie Semotan and features numerous anecdotes and memories of the MQ.