WARSAW UNDER CONSTRUCTION 4
City for Sale

  • WARSAW UNDER CONSTRUCTION 4

Organized by the Museum of Modern Art for the fourth time, the festival WARSAW UNDER CONSTRUCTION beared the subtitle "City for Sale" and was dedicated to advertising in the public space in Warsaw.

The festival exhibition, presented in the new seat of the Museum, namely in the former Furniture Store Emilia at 51 Emilii Plater Street, recapitulated the history of advertising in the streets of Warsaw from the 19th century until today. It exposed the contemporary excess of ads in the cityscape and reveals how the technological revolution is going to affect advertising in the near future.

The architecture of the exhibition, designed by the young Warsaw studio WWAA (creators of Polish Pavilion for Shanghai EXPO 2010), enabled a trip around history of advertising seen from the perspective of the changes in the streets, trade and consumption. Over 400 objects, multimedia screenings and 3D animations told a story of a unique relation between art (graphics, design and architecture) and the market and its ideology. This relation gives rise to advertising – the indispensable component of a big city.

The exhibition and the accompanying event presented the positive sides of the alliance between art and advertisement as well as its destructive side – the devastation of cityscape through uncontrollable large-format billboards and wallscape advertising. It looked at the inter-war period (1918-1939) and its small advertising studios run by distinguished avant-garde creators as well as Outdoor Gallery AMS, which at the turn of the 20th and 21th centuries brought modern art closer to the city dwellers. The exhibition also showcased artistic activity against the consumerism popularized by the ubiquitous ads, and some space is reserved for popular resistance against intrusive advertisement. Among festival events were “adbusting” workshops – individual intervention into outdoor advertisement as well as meetings with creators of artistic advertisements, including the Japanese-born, New York-based illustrator Yuko Shimizu (October 14).

Presented in the exhibition, shocking photographic collages, authored by the association „MiastoMojeAwNim” (“MyCityAndInIt”), illustrate the most iconic buildings in the world as the Greek Parthenon or the Sidney Opera, covered by Polish-style outdoor advertisement – this shocking therapy lets us realize the level of degradation of Polish urban space by rampant ads. However, WARSAW UNDER CONSTRUCTION 4 also tried to come up with a solution to this situation. There will be held meetings and debates with representatives of the advertising industry, including Outdoor Advertising Chamber of Commerce (IGRZ), activists and local government officers and politicians.

Film screenings and sessions with experts were an opportunity of gaining more knowledge about the economics and politics of advertising. Well known documentary films will be screened, including “This Space Available” (USA, 2011), which proposes ways to order urban space in different parts of the world (meet and greet with director Gwenaëlle Gobé on October 25).

The technologies of the future and the so-called expanded reality might totally transform cityscapes, transporting advertising to virtual reality, where it will be fully customized. The visitors of WARSAW UNDER CONSTRUCTION 4 had a chance to use the specially prepared applications. However, the new technological opportunities are bound to trigger new controversies – these have also been given some space in the exhibition.

The visitors of WARSAW UNDER CONSTRUCTION 4 could get acquainted with the traditional technology of the neon light. The Museum of Modern Art in Warsaw presented a range of neon lights coming from the archive collection of the Warsaw advertising studio “Reklama”, which for dozens of years was a monopolist in neon light production for Warsaw. The creators of the neon lights talked about the design and production. The visitors had a chance to admire unique, long-forgotten historical neon lights and were able to explore the link between political propaganda and the language of consumerism, creating – paradoxically – a cluster of ads and slogans that advertise nothing and communicate nothing. The duo KwieKulik (Zofia Kulik and Przemysław Kwiek) talked about the role of artists in advertising during the times of communism. They gave the meeting a telling title: Hackwork.

Following the success of the previous editions, WARSAW UNDER CONSTRUCTION 4 offered participatory events concerning local issues and problems, e.g. a competition for the so-called urban furniture for Filtrowa Street, or workshops Design your own space especially for the residents of the infamous Wilanów Town. Also children and teenagers had a chance to participate in a wide range of events connected with the leitmotif of the festival.

A separate festival project – "The Call of Fashion" (curator: Marcin Różyc) – was an exhibition shown in clothing store windows around the city. The windows were dressed by the invited artists, who try to convince us that advertisements may have a positive impact on urban space.

Cycle documentation:

See also:

Archival Events from that cycle:

01:00 Series EducationWARSAW UNDER CONSTRUCTION 4
In cycle „WARSAW UNDER CONSTRUCTION 4”
Museum of Modern Art in Warsaw, Emilia Pavilion
ul. Emilii Plater 51, Warsaw
19:00 Vernissage Festival inagurationWARSAW UNDER CONSTRUCTION 4
In cycle „WARSAW UNDER CONSTRUCTION 4”
Museum of Modern Art in Warsaw, Emilia Pavilion
ul. Emilii Plater 51, Warsaw
11:00 Workshops Design your spaceWARSAW UNDER CONSTRUCTION 4
In cycle „WARSAW UNDER CONSTRUCTION 4”
Museum of Modern Art in Warsaw, Emilia Pavilion
ul. Emilii Plater 51, Warsaw
12:00 Workshops AdbustingWARSAW UNDER CONSTRUCTION 4
In cycle „WARSAW UNDER CONSTRUCTION 4”
Museum of Modern Art in Warsaw, Emilia Pavilion
ul. Emilii Plater 51, Warsaw
12:00 Excursion Brush the consumer. Advertising murals of the 1970’s and 80’s.WARSAW UNDER CONSTRUCTION 4
In cycle „WARSAW UNDER CONSTRUCTION 4”
Museum of Modern Art in Warsaw, Emilia Pavilion
ul. Emilii Plater 51, Warsaw
16:00 Guided tour Guided by Warsaw residentsWARSAW UNDER CONSTRUCTION 4
In cycle „WARSAW UNDER CONSTRUCTION 4”
Museum of Modern Art in Warsaw, Emilia Pavilion
ul. Emilii Plater 51, Warsaw
12:00 Lecture Yuko Shimizu in WarsawWARSAW UNDER CONSTRUCTION 4
In cycle „WARSAW UNDER CONSTRUCTION 4”
Museum of Modern Art in Warsaw, Emilia Pavilion
ul. Emilii Plater 51, Warsaw
12:00 For children Vanishing LeafletsWARSAW UNDER CONSTRUCTION 4
In cycle „WARSAW UNDER CONSTRUCTION 4”
Museum of Modern Art in Warsaw, Emilia Pavilion
ul. Emilii Plater 51, Warsaw
14:00 Workshops Yuko Shimizu in WarsawWARSAW UNDER CONSTRUCTION 4
In cycle „WARSAW UNDER CONSTRUCTION 4”
Museum of Modern Art in Warsaw, Emilia Pavilion
ul. Emilii Plater 51, Warsaw
14:00 Guided tour Tour of the City for sale exhibitionWARSAW UNDER CONSTRUCTION 4
In cycle „WARSAW UNDER CONSTRUCTION 4”
Museum of Modern Art in Warsaw, Emilia Pavilion
ul. Emilii Plater 51, Warsaw
18:00 Workshops Filtrowa Street at your service. Part one of a consultation gameWARSAW UNDER CONSTRUCTION 4
In cycle „WARSAW UNDER CONSTRUCTION 4”
Museum of Modern Art in Warsaw, Emilia Pavilion
ul. Emilii Plater 51, Warsaw
12:00 Guided tour Interactive guided tour for childrenWARSAW UNDER CONSTRUCTION 4
In cycle „WARSAW UNDER CONSTRUCTION 4”
Museum of Modern Art in Warsaw, Emilia Pavilion
ul. Emilii Plater 51, Warsaw
20:00 Film screening POM Wonderful Presents: The Greatest Movie Ever SoldWARSAW UNDER CONSTRUCTION 4
In cycle „WARSAW UNDER CONSTRUCTION 4”
Museum of Modern Art in Warsaw, Emilia Pavilion
ul. Emilii Plater 51, Warsaw
18:00 Meeting How to design a glowing hedgehog?WARSAW UNDER CONSTRUCTION 4
In cycle „WARSAW UNDER CONSTRUCTION 4”
Museum of Modern Art in Warsaw, Emilia Pavilion
ul. Emilii Plater 51, Warsaw
20:00 Film screening The Broadcast Contains Product PlacementWARSAW UNDER CONSTRUCTION 4
In cycle „WARSAW UNDER CONSTRUCTION 4”
Museum of Modern Art in Warsaw, Emilia Pavilion
ul. Emilii Plater 51, Warsaw
18:00 Meeting Spatial chaos and the 21st century cityWARSAW UNDER CONSTRUCTION 4
In cycle „WARSAW UNDER CONSTRUCTION 4”
Museum of Modern Art in Warsaw, Emilia Pavilion
ul. Emilii Plater 51, Warsaw
12:00 Workshops Printed salesmanWARSAW UNDER CONSTRUCTION 4
In cycle „WARSAW UNDER CONSTRUCTION 4”
Museum of Modern Art in Warsaw, Emilia Pavilion
ul. Emilii Plater 51, Warsaw
16:00 Guided tour Guiding by Warsaw residents. Andrzej ChyraWARSAW UNDER CONSTRUCTION 4
In cycle „WARSAW UNDER CONSTRUCTION 4”
Museum of Modern Art in Warsaw, Emilia Pavilion
ul. Emilii Plater 51, Warsaw
12:00 Workshops Museum of AdvertisingWARSAW UNDER CONSTRUCTION 4
In cycle „WARSAW UNDER CONSTRUCTION 4”
Museum of Modern Art in Warsaw, Emilia Pavilion
ul. Emilii Plater 51, Warsaw
14:00 Guided tour Curatorial guidingWARSAW UNDER CONSTRUCTION 4
In cycle „WARSAW UNDER CONSTRUCTION 4”
Museum of Modern Art in Warsaw, Emilia Pavilion
ul. Emilii Plater 51, Warsaw
18:00 Workshops Filtrowa Street at your service. Part two of a consultation gameWARSAW UNDER CONSTRUCTION 4
In cycle „WARSAW UNDER CONSTRUCTION 4”
Museum of Modern Art in Warsaw, Emilia Pavilion
ul. Emilii Plater 51, Warsaw
20:00 Film screening Obsession. Advertising and consumption in Polish artistic filmWARSAW UNDER CONSTRUCTION 4
In cycle „WARSAW UNDER CONSTRUCTION 4”
Museum of Modern Art in Warsaw, Emilia Pavilion
ul. Emilii Plater 51, Warsaw
18:00 Meeting Urban photography in the era of outdoor advertisingWARSAW UNDER CONSTRUCTION 4
In cycle „WARSAW UNDER CONSTRUCTION 4”
Museum of Modern Art in Warsaw, Emilia Pavilion
ul. Emilii Plater 51, Warsaw
20:00 Film screening This Space AvailableWARSAW UNDER CONSTRUCTION 4
In cycle „WARSAW UNDER CONSTRUCTION 4”
Museum of Modern Art in Warsaw, Emilia Pavilion
ul. Emilii Plater 51, Warsaw
18:00 Meeting City as commodityWARSAW UNDER CONSTRUCTION 4
In cycle „WARSAW UNDER CONSTRUCTION 4”
Museum of Modern Art in Warsaw, Emilia Pavilion
ul. Emilii Plater 51, Warsaw
16:00 Guided tour Curatorial guidingWARSAW UNDER CONSTRUCTION 4
In cycle „WARSAW UNDER CONSTRUCTION 4”
Museum of Modern Art in Warsaw, Emilia Pavilion
ul. Emilii Plater 51, Warsaw
12:00 Workshops Museum of AdvertisingWARSAW UNDER CONSTRUCTION 4
In cycle „WARSAW UNDER CONSTRUCTION 4”
Museum of Modern Art in Warsaw, Emilia Pavilion
ul. Emilii Plater 51, Warsaw
12:00 For children Workshop for childrenWARSAW UNDER CONSTRUCTION 4
In cycle „WARSAW UNDER CONSTRUCTION 4”
Museum of Modern Art in Warsaw, Emilia Pavilion
ul. Emilii Plater 51, Warsaw
14:00 Guided tour Guiding by Warsaw residents. Maciej NowakWARSAW UNDER CONSTRUCTION 4
In cycle „WARSAW UNDER CONSTRUCTION 4”
Museum of Modern Art in Warsaw, Emilia Pavilion
ul. Emilii Plater 51, Warsaw
18:00 Workshops Filtrowa Street at your service. Part three of a consultation gameWARSAW UNDER CONSTRUCTION 4
In cycle „WARSAW UNDER CONSTRUCTION 4”
Museum of Modern Art in Warsaw, Emilia Pavilion
ul. Emilii Plater 51, Warsaw
12:00 Lecture Advertising peopleWARSAW UNDER CONSTRUCTION 4
In cycle „WARSAW UNDER CONSTRUCTION 4”
Museum of Modern Art in Warsaw, Emilia Pavilion
ul. Emilii Plater 51, Warsaw
12:00 For children Workshop for childrenWARSAW UNDER CONSTRUCTION 4
In cycle „WARSAW UNDER CONSTRUCTION 4”
Museum of Modern Art in Warsaw, Emilia Pavilion
ul. Emilii Plater 51, Warsaw
14:00 Guided tour Curatorial guidingWARSAW UNDER CONSTRUCTION 4
In cycle „WARSAW UNDER CONSTRUCTION 4”
Museum of Modern Art in Warsaw, Emilia Pavilion
ul. Emilii Plater 51, Warsaw
17:00 Workshops Advertising peopleWARSAW UNDER CONSTRUCTION 4
In cycle „WARSAW UNDER CONSTRUCTION 4”
Museum of Modern Art in Warsaw, Emilia Pavilion
ul. Emilii Plater 51, Warsaw
12:00 Guided tour Interactive guided tour for childrenWARSAW UNDER CONSTRUCTION 4
In cycle „WARSAW UNDER CONSTRUCTION 4”
Museum of Modern Art in Warsaw, Emilia Pavilion
ul. Emilii Plater 51, Warsaw
20:00 Film screening Street BattlesWARSAW UNDER CONSTRUCTION 4
In cycle „WARSAW UNDER CONSTRUCTION 4”
Museum of Modern Art in Warsaw, Emilia Pavilion
ul. Emilii Plater 51, Warsaw
18:00 Meeting Illustration, a history, a floodWARSAW UNDER CONSTRUCTION 4
In cycle „WARSAW UNDER CONSTRUCTION 4”
Museum of Modern Art in Warsaw, Emilia Pavilion
ul. Emilii Plater 51, Warsaw
18:00 Debate Advertising and residents in public spaceWARSAW UNDER CONSTRUCTION 4
In cycle „WARSAW UNDER CONSTRUCTION 4”
Museum of Modern Art in Warsaw, Emilia Pavilion
ul. Emilii Plater 51, Warsaw
16:00 Guided tour Guiding by Warsaw residentsWARSAW UNDER CONSTRUCTION 4
In cycle „WARSAW UNDER CONSTRUCTION 4”
Museum of Modern Art in Warsaw, Emilia Pavilion
ul. Emilii Plater 51, Warsaw
12:00 Workshops Workshop for childrenWARSAW UNDER CONSTRUCTION 4
In cycle „WARSAW UNDER CONSTRUCTION 4”
Museum of Modern Art in Warsaw, Emilia Pavilion
ul. Emilii Plater 51, Warsaw
14:00 Guided tour Curatorial guidingWARSAW UNDER CONSTRUCTION 4
In cycle „WARSAW UNDER CONSTRUCTION 4”
Museum of Modern Art in Warsaw, Emilia Pavilion
ul. Emilii Plater 51, Warsaw
18:00 Workshops Neon StoriesWARSAW UNDER CONSTRUCTION 4
In cycle „WARSAW UNDER CONSTRUCTION 4”
Neon Museum
Mińska 25, Warsaw
12:00 Guided tour Interactive guided tour for childrenWARSAW UNDER CONSTRUCTION 4
In cycle „WARSAW UNDER CONSTRUCTION 4”
Museum of Modern Art in Warsaw, Emilia Pavilion
ul. Emilii Plater 51, Warsaw
20:00 Film screening The World We Live InWARSAW UNDER CONSTRUCTION 4
In cycle „WARSAW UNDER CONSTRUCTION 4”
Museum of Modern Art in Warsaw, Emilia Pavilion
ul. Emilii Plater 51, Warsaw
18:00 Meeting The End of AdvertisingWARSAW UNDER CONSTRUCTION 4
In cycle „WARSAW UNDER CONSTRUCTION 4”
Museum of Modern Art in Warsaw, Emilia Pavilion
ul. Emilii Plater 51, Warsaw
20:00 Film screening Art & CopyWARSAW UNDER CONSTRUCTION 4
In cycle „WARSAW UNDER CONSTRUCTION 4”
Museum of Modern Art in Warsaw, Emilia Pavilion
ul. Emilii Plater 51, Warsaw
18:00 Workshops Outdoor perception. Workshop on neuromarketingWARSAW UNDER CONSTRUCTION 4
In cycle „WARSAW UNDER CONSTRUCTION 4”
Museum of Modern Art in Warsaw, Emilia Pavilion
ul. Emilii Plater 51, Warsaw
20:00 Film screening This Space AvailableWARSAW UNDER CONSTRUCTION 4
In cycle „WARSAW UNDER CONSTRUCTION 4”
Museum of Modern Art in Warsaw, Emilia Pavilion
ul. Emilii Plater 51, Warsaw
11:00 Conference ArtNorblin and revitalizationWARSAW UNDER CONSTRUCTION 4
In cycle „WARSAW UNDER CONSTRUCTION 4”
Museum of Modern Art in Warsaw, Emilia Pavilion
ul. Emilii Plater 51, Warsaw
12:00 Workshops Tailed by advertisingWARSAW UNDER CONSTRUCTION 4
In cycle „WARSAW UNDER CONSTRUCTION 4”
Museum of Modern Art in Warsaw, Emilia Pavilion
ul. Emilii Plater 51, Warsaw
12:00 For children Workshop for childrenWARSAW UNDER CONSTRUCTION 4
In cycle „WARSAW UNDER CONSTRUCTION 4”
Museum of Modern Art in Warsaw, Emilia Pavilion
ul. Emilii Plater 51, Warsaw
14:00 Guided tour Curatorial guidingWARSAW UNDER CONSTRUCTION 4
In cycle „WARSAW UNDER CONSTRUCTION 4”
Museum of Modern Art in Warsaw, Emilia Pavilion
ul. Emilii Plater 51, Warsaw
18:00 Meeting Visual Arts StudioWARSAW UNDER CONSTRUCTION 4
In cycle „WARSAW UNDER CONSTRUCTION 4”
Museum of Modern Art in Warsaw, Emilia Pavilion
ul. Emilii Plater 51, Warsaw
14:00 Guided tour Curatorial guidingWARSAW UNDER CONSTRUCTION 4
In cycle „WARSAW UNDER CONSTRUCTION 4”
Museum of Modern Art in Warsaw, Emilia Pavilion
ul. Emilii Plater 51, Warsaw
14:00 Guided tour Curatorial guidingWARSAW UNDER CONSTRUCTION 4
In cycle „WARSAW UNDER CONSTRUCTION 4”
Museum of Modern Art in Warsaw, Emilia Pavilion
ul. Emilii Plater 51, Warsaw
14:00 Guided tour Curatorial guidingWARSAW UNDER CONSTRUCTION 4
In cycle „WARSAW UNDER CONSTRUCTION 4”
Museum of Modern Art in Warsaw, Emilia Pavilion
ul. Emilii Plater 51, Warsaw