The tagline "Celebrate Culture!" is both an invitation and a conviction. Since 1984, Gasteig has stood for cultural education and open access to the arts.

The key visual takes the message to the streets. Bold colours and spontaneous exclamations like "Hurra!", "Juhu!" and "Oida!" radiate energy and joy. The campaign rolls out across the city — large-format posters, buses, screens, flags and banners — alongside event posters, social media assets and giveaways.