Elfie Semotan in front of and behind the camera for the MuseumsQuartier

Elfie Semotan brought 25 prominent figures in front of the camera, whose stories, attitudes, and influence are closely intertwined with the development, revitalization, and programming of the MuseumsQuartier. She herself was photographed by Christoph Thanhoffer and is the “Plus 1” of the 25 protagonists, all of whom share a special connection with the MuseumsQuartier. The MQ anniversary campaign, which was given graphic and artistic flair by Swiss creative director Beda Achermann in collaboration with Elfie Semotan and MQ Director Bettina Leidl, will be on display across Vienna starting in April. The complete series featuring all 25 protagonists will be presented from April 24 to 26 in the Ovalhalle at the MuseumsQuartier.

With this campaign, the MQ puts the “MQ Generation” in the spotlight and highlights the inseparable connection between the MuseumsQuartier as a living space and the people who write their own stories here every day across a total area of over 114,000 square meters. As diverse as the relationships of the more than 5 million visitors per year may be, they come together as a defining whole, making the MuseumsQuartier a vibrant work of art that is unique in the world.

The 25 individuals—ranging from the architects Ortner & Ortner to cultural policy pioneers such as Ursula Pasterk, artists like Doris Uhlich, Heimo Zobernig, and Anna Jermolaewa, directors of art and cultural institutions, as well as long-time employees and partners from the restaurant industry—exemplify the diversity and multitude of these voices.

“Generation MQ” portrait series

Through Semotan’s visual language, the individual attitudes of those portrayed and their personal connection to the MQ become visible and are underscored by a striking red seal. The MQ reveals itself as a shared creative and living space. Beda Achermann’s graphic design continues this narrative by showcasing the memories of the MQ 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 the photographs with works from the Leopold Museum and the mumok. The presentation is complemented by the Enzi, the MQ’s iconic seating, which serves as a consistent stylistic element while also subtly carrying forward the cultural heritage: with every Enzi that finds its way out into the world, a piece of the MuseumsQuartier is carried along as well. Always positioned differently, the Enzi also reveals itself as an architectural element, staged at times 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.

"Generation MQ" Magazine

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

Starting in April, the campaign will be on display across Vienna. The complete series, featuring all 25 protagonists, will be presented from April 24 to 26 in the Ovalhalle at the MuseumsQuartier.

For further information

Anna Lena Schmidt, MA
Press and Public Relations | Editorial
Department Tel. +43 1 523 58 81 -1712 anna.schmidt@mqw.at | presse@mqw.at

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