The Gasteig in Munich is Europe's largest cultural center, with over 1.8 million visitors annually. It brings together important cultural institutions under one roof, such as the University of Music and Performing Arts Munich, the Munich Chamber Orchestra, the Munich Philharmonic, the Munich City Library, the Munich Adult Education Center, and Gasteig München GmbH.

In 2021, due to the renovation of the existing building, the cultural institution moved to the interim quarter HP8 on the banks of the Isar River. The new quarter is located on an old industrial site and utilizes existing protected industrial buildings to accommodate the institutes.

The range of Gasteig are aimed at a broad audience with its event program and educational offerings. Since 1985, the cultural venue had been located in a specially built building in the Haidhausen district of Munich. The move to a location that is industrially influenced and appears improvised in parts is a significant change in the perception and visitor habits. To communicate this change to a wide audience and generate interest and enthusiasm for the new location and its advantages, Büro Alba was commissioned with an image campaign.

Büro Alba has developed a new identity for the communication of the new Gasteig HP8. Based on the introductory image campaign, a campaign system has been developed that functions like a modular system and can be continued independently by the client.

For the launch campaign, we have developed a headline concept that irritatingly combines the peculiarities of the new location, such as its riverside location or the protected buildings, with cultural terms. This puts the focus on the new location. The rough appearance of the typography and icons is also derived from the location. On industrial sites, signage is often quickly applied with stencils and paint, resulting in its own aesthetic and visual language.