{"id":219,"date":"2023-03-03T22:35:49","date_gmt":"2023-03-03T21:35:49","guid":{"rendered":"https:\/\/visual-space-agency.com\/ellen-gallagher-2\/"},"modified":"2025-11-05T12:55:13","modified_gmt":"2025-11-05T11:55:13","slug":"roads-not-taken","status":"publish","type":"post","link":"https:\/\/visual-space-agency.com\/en\/roads-not-taken\/","title":{"rendered":"ROADS NOT TAKEN"},"content":{"rendered":"","protected":false},"excerpt":{"rendered":"","protected":false},"author":3,"featured_media":1422,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[27,9,55,30],"tags":[41],"class_list":["post-219","post","type-post","status-publish","has-post-thumbnail","hentry","category-campaign","category-poster","category-webdesign","category-website","tag-deutsches-historisches-museum-berlin"],"grid":"{\r\n \"colCount\": 12,\r\n \"colGutter\": 1,\r\n \"rowGutters\": [\r\n 0,\r\n 5,\r\n 5,\r\n 5,\r\n 5,\r\n 5,\r\n 5,\r\n 5,\r\n 5,\r\n 5,\r\n 5,\r\n 5,\r\n 5,\r\n 5,\r\n 5,\r\n 5,\r\n 5,\r\n 5,\r\n 5,\r\n 5,\r\n 5,\r\n 5,\r\n 5,\r\n 5\r\n ],\r\n \"frameMargin\": 5,\r\n \"leftFrameMargin\": 10,\r\n \"rightFrameMargin\": 10,\r\n \"topFrameMargin\": 0,\r\n \"bottomFrameMargin\": 20,\r\n \"rowAttrs\": [\r\n {\r\n \"bgimage\": {\r\n \"attid\": 1422,\r\n \"url\": \"\/wp-content\/uploads\/2023\/10\/42_Roads-Not-Taken_Kampagne_Julia-Volkmar.jpg\",\r\n \"sizes\": {\r\n \"_1920\": {\r\n \"w\": 1920,\r\n \"h\": 1279,\r\n \"url\": \"\/wp-content\/uploads\/2023\/10\/42_Roads-Not-Taken_Kampagne_Julia-Volkmar-1920x1279.jpg\"\r\n },\r\n \"_1280\": {\r\n \"w\": 1280,\r\n \"h\": 853,\r\n \"url\": \"\/wp-content\/uploads\/2023\/10\/42_Roads-Not-Taken_Kampagne_Julia-Volkmar-1280x853.jpg\"\r\n },\r\n \"_1024\": {\r\n \"w\": 1024,\r\n \"h\": 682,\r\n \"url\": \"\/wp-content\/uploads\/2023\/10\/42_Roads-Not-Taken_Kampagne_Julia-Volkmar-1024x682.jpg\"\r\n },\r\n \"_768\": {\r\n \"w\": 768,\r\n \"h\": 512,\r\n \"url\": \"\/wp-content\/uploads\/2023\/10\/42_Roads-Not-Taken_Kampagne_Julia-Volkmar-768x512.jpg\"\r\n },\r\n \"_512\": {\r\n \"w\": 512,\r\n \"h\": 341,\r\n \"url\": \"\/wp-content\/uploads\/2023\/10\/42_Roads-Not-Taken_Kampagne_Julia-Volkmar-512x341.jpg\"\r\n },\r\n \"_265\": {\r\n \"w\": 265,\r\n \"h\": 177,\r\n \"url\": \"\/wp-content\/uploads\/2023\/10\/42_Roads-Not-Taken_Kampagne_Julia-Volkmar-265x177.jpg\"\r\n }\r\n }\r\n },\r\n \"row100vh\": true,\r\n \"rowcustomheight\": \"\",\r\n \"relid\": 7\r\n },\r\n {\r\n \"bgcolor\": \"#000000\",\r\n \"row100vh\": false,\r\n \"relid\": 8\r\n },\r\n {\r\n \"relid\": 40\r\n },\r\n {\r\n \"relid\": 41\r\n },\r\n {\r\n \"bgcolor\": \"#000000\",\r\n \"relid\": 82\r\n },\r\n {\r\n \"relid\": 13\r\n },\r\n {\r\n \"relid\": 85\r\n },\r\n {\r\n \"relid\": 26\r\n },\r\n {\r\n \"relid\": 56\r\n },\r\n {\r\n \"relid\": 25\r\n },\r\n {\r\n \"relid\": 34\r\n },\r\n {\r\n \"bgcolor\": \"#000000\",\r\n \"relid\": 87\r\n },\r\n {\r\n \"relid\": 39\r\n },\r\n {\r\n \"relid\": 78\r\n },\r\n {\r\n \"relid\": 24\r\n },\r\n {\r\n \"relid\": 79\r\n },\r\n {\r\n \"relid\": 50\r\n },\r\n {\r\n \"relid\": 80\r\n },\r\n {\r\n \"relid\": 11\r\n },\r\n {\r\n \"bgcolor\": \"#000000\",\r\n \"relid\": 90\r\n },\r\n {\r\n \"relid\": 73\r\n },\r\n {\r\n \"relid\": 77\r\n },\r\n {\r\n \"relid\": 23\r\n },\r\n {\r\n \"relid\": 20\r\n },\r\n {\r\n \"relid\": 45\r\n }\r\n ],\r\n \"bgColor\": null,\r\n \"bgImage\": null,\r\n \"cont\": [\r\n {\r\n \"type\": \"text\",\r\n \"cont\": \"

ROADS NOT TAKEN
Oder: Es h\u00e4tte auch anders kommen k\u00f6nnen.
Dec 12, 2022\u2013March 22, 2026
Deutsches Historisches Museum Berlin<\/a><\/span><\/p>\",\r\n \"align\": \"top\",\r\n \"row\": 1,\r\n \"col\": 0,\r\n \"colspan\": 4,\r\n \"offsetx\": 0,\r\n \"offsety\": 0,\r\n \"spaceabove\": 5,\r\n \"spacebelow\": 0,\r\n \"yvel\": 1,\r\n \"push\": 0,\r\n \"relid\": 4,\r\n \"absolute_position\": false,\r\n \"classes\": \"intro-sticky-title color-cycle\",\r\n \"frameOverflow\": \"right\"\r\n },\r\n {\r\n \"type\": \"text\",\r\n \"cont\": \"

Historian Dan Diner\u2019s monumental exhibition \u201cRoads not Taken. Oder: Es h\u00e4tte auch anders kommen k\u00f6nnen.\u201d examines numerous contingencies of the 19th and 20th centuries from both national and international perspectives. Unexpected turning points in history, as well as their unmaterialized counterparts, are explored. Why did it happen this way?,<\/em> the central question guiding the exhibition, marks a stark departure from traditional historical exhibition formats, shifting from the representation of historical events to a critical examination of contemporary perspectives, their fears and desires, firmly rooted in historical sources.<\/p>

Considering the special exhibition\u2019s unusually long duration of four years, we developed a campaign spanning several years. The campaign\u2019s design aims to consistently reengage the target audience, capture their attention, and encourage repeated exhibition visits.<\/p>\",\r\n \"align\": \"top\",\r\n \"row\": 1,\r\n \"col\": 4,\r\n \"colspan\": 5,\r\n \"offsetx\": 0,\r\n \"offsety\": 0,\r\n \"spaceabove\": 5,\r\n \"spacebelow\": 5,\r\n \"yvel\": 1,\r\n \"push\": 0,\r\n \"relid\": 6,\r\n \"absolute_position\": false\r\n },\r\n {\r\n \"type\": \"text\",\r\n \"cont\": \"

SERVICES
Visual Identity, Key Visuals, Campaigns (Development and Design), Consulting on Social Media Strategy, Design of Print Media (Posters, Banners, Flyers, Postcards, Exhibition Booklet), Web Design (Landing Page)

VISUAL SPACE AGENCY
Julia Volkmar, Moritz Kreul, Esther Matusche

IN COLLABORATION WITH
Studio Bens<\/p>


CLIENT
Deutsches Historisches Museum Berlin

PROJECT LEAD
Raphael Gross

DIRECTOR OF EXHIBITIONS
Ulrike Kretzschmar

IDEA AND CONCEPT
Dan Diner

PROJECT MANAGEMENT
Fritz Backhaus

CURATION
Julia Franke, Stefan Paul-Jacobs, Lili Reyels

COMMUNICATION
Stephan Adam, Christina Behrendt, Ina Frodermann, Laura Gropschopp, Desir\u00e9e Hennecke, Jenny, Jakubrik, Henning Koch, Daniela Lange, Ilka Linz, Jana Nawrot, Berit Johns, Nicola Schnell, Peter Sch\u00fctzhold, Oliver Schweinoch, Sonja Trautmann

VISUAL CONSULTING
Mason Leaver-Yap<\/p>


PHOTOGRAPHY
Alexander Butz, Julia Volkmar, Jens Ludewig, Moritz Kreul<\/p>\",\r\n \"align\": \"top\",\r\n \"row\": 1,\r\n \"col\": 10,\r\n \"colspan\": 2,\r\n \"offsetx\": 0,\r\n \"offsety\": 0,\r\n \"spaceabove\": 5,\r\n \"spacebelow\": 5,\r\n \"yvel\": 1,\r\n \"push\": 1,\r\n \"relid\": 5,\r\n \"absolute_position\": false\r\n },\r\n {\r\n \"type\": \"text\",\r\n \"cont\": \"

Teaser Campaign
Phase 1<\/p>\",\r\n \"align\": \"middle\",\r\n \"row\": 2,\r\n \"col\": 0,\r\n \"colspan\": 3,\r\n \"offsetx\": 0,\r\n \"offsety\": 0,\r\n \"spaceabove\": 0,\r\n \"spacebelow\": 0,\r\n \"yvel\": 1.2,\r\n \"push\": 0,\r\n \"relid\": 16,\r\n \"absolute_position\": false,\r\n \"dosync\": false,\r\n \"frameOverflow\": \"\"\r\n },\r\n {\r\n \"type\": \"img\",\r\n \"cont\": \"\/wp-content\/uploads\/2023\/03\/47_Roads-Not-Taken_Kampagne_Julia-Volkmar.jpg\",\r\n \"align\": \"top\",\r\n \"row\": 2,\r\n \"col\": 4,\r\n \"colspan\": 6,\r\n \"offsetx\": 0,\r\n \"offsety\": 0,\r\n \"spaceabove\": 0,\r\n \"spacebelow\": 0,\r\n \"yvel\": 1,\r\n \"push\": 1,\r\n \"relid\": 86,\r\n \"attid\": 1581,\r\n \"sizes\": {\r\n \"full\": \"\/wp-content\/uploads\/2023\/03\/47_Roads-Not-Taken_Kampagne_Julia-Volkmar.jpg\",\r\n \"_1920\": \"\/wp-content\/uploads\/2023\/03\/47_Roads-Not-Taken_Kampagne_Julia-Volkmar-1920x1440.jpg\",\r\n \"_1280\": \"\/wp-content\/uploads\/2023\/03\/47_Roads-Not-Taken_Kampagne_Julia-Volkmar-1280x960.jpg\",\r\n \"_1024\": \"\/wp-content\/uploads\/2023\/03\/47_Roads-Not-Taken_Kampagne_Julia-Volkmar-1024x768.jpg\",\r\n \"_768\": \"\/wp-content\/uploads\/2023\/03\/47_Roads-Not-Taken_Kampagne_Julia-Volkmar-768x576.jpg\",\r\n \"_512\": \"\/wp-content\/uploads\/2023\/03\/47_Roads-Not-Taken_Kampagne_Julia-Volkmar-512x384.jpg\",\r\n \"_265\": \"\/wp-content\/uploads\/2023\/03\/47_Roads-Not-Taken_Kampagne_Julia-Volkmar-265x199.jpg\"\r\n },\r\n \"w\": 2500,\r\n \"h\": 1875,\r\n \"ar\": 0.75,\r\n \"alt\": \"\",\r\n \"absolute_position\": false\r\n },\r\n {\r\n \"type\": \"img\",\r\n \"cont\": \"\/wp-content\/uploads\/2023\/03\/49_Roads-Not-Taken_Kampagne_Julia-Volkmar.jpg\",\r\n \"align\": \"top\",\r\n \"row\": 3,\r\n \"col\": 2,\r\n \"colspan\": 4,\r\n \"offsetx\": 0,\r\n \"offsety\": 0,\r\n \"spaceabove\": 0,\r\n \"spacebelow\": 0,\r\n \"yvel\": 1,\r\n \"push\": 2,\r\n \"relid\": 89,\r\n \"attid\": 1583,\r\n \"sizes\": {\r\n \"full\": \"\/wp-content\/uploads\/2023\/03\/49_Roads-Not-Taken_Kampagne_Julia-Volkmar.jpg\",\r\n \"_1280\": \"\/wp-content\/uploads\/2023\/03\/49_Roads-Not-Taken_Kampagne_Julia-Volkmar-1280x1812.jpg\",\r\n \"_1024\": \"\/wp-content\/uploads\/2023\/03\/49_Roads-Not-Taken_Kampagne_Julia-Volkmar-1024x1450.jpg\",\r\n \"_768\": \"\/wp-content\/uploads\/2023\/03\/49_Roads-Not-Taken_Kampagne_Julia-Volkmar-768x1087.jpg\",\r\n \"_512\": \"\/wp-content\/uploads\/2023\/03\/49_Roads-Not-Taken_Kampagne_Julia-Volkmar-512x725.jpg\",\r\n \"_265\": \"\/wp-content\/uploads\/2023\/03\/49_Roads-Not-Taken_Kampagne_Julia-Volkmar-265x375.jpg\"\r\n },\r\n \"w\": 1684,\r\n \"h\": 2384,\r\n \"ar\": 1.4156769596199525,\r\n \"alt\": \"\",\r\n \"absolute_position\": false\r\n },\r\n {\r\n \"type\": \"text\",\r\n \"cont\": \"

As a prelude to the exhibition, a teaser campaign was launched just before its opening. Posters and large advertising spaces feature the slogan \u201cIt could have been different\u201d accompanied by a distinctive green arrow pointing to a QR code, directing viewers to a satellite website of the exhibition. Devoid of additional visual or contextual details\u2014no logo, duration, or additional information\u2014the minimalist poster serves as a potential that demands viewer participation to bring the exhibition announcement to life.<\/p>\",\r\n \"align\": \"middle\",\r\n \"row\": 3,\r\n \"col\": 7,\r\n \"colspan\": 4,\r\n \"offsetx\": 0,\r\n \"offsety\": 0,\r\n \"spaceabove\": 0,\r\n \"spacebelow\": 0,\r\n \"yvel\": 1,\r\n \"push\": 1,\r\n \"relid\": 52,\r\n \"absolute_position\": false\r\n },\r\n {\r\n \"type\": \"text\",\r\n \"cont\": \"

Kampagne Phase 1
1.4.\u201310.6. \u00a0<\/p>\",\r\n \"align\": \"middle\",\r\n \"row\": 4,\r\n \"col\": 0,\r\n \"colspan\": 1,\r\n \"offsetx\": 0,\r\n \"offsety\": 0,\r\n \"spaceabove\": 0,\r\n \"spacebelow\": 0,\r\n \"yvel\": 1.2,\r\n \"push\": 0,\r\n \"relid\": 14,\r\n \"absolute_position\": false,\r\n \"dosync\": false,\r\n \"frameOverflow\": \"\"\r\n },\r\n {\r\n \"type\": \"html5video\",\r\n \"cont\": null,\r\n \"align\": \"top\",\r\n \"row\": 4,\r\n \"col\": 1,\r\n \"colspan\": 10,\r\n \"offsetx\": 0,\r\n \"offsety\": 0,\r\n \"spaceabove\": 0,\r\n \"spacebelow\": 0,\r\n \"yvel\": 1,\r\n \"push\": 0,\r\n \"relid\": 9,\r\n \"autoplay\": true,\r\n \"loop\": true,\r\n \"mute\": true,\r\n \"muteDisabled\": \"disabled\",\r\n \"controls\": false,\r\n \"playpauseonclick\": false,\r\n \"playicon\": false,\r\n \"ar\": 0.5625,\r\n \"unmutebutton\": false,\r\n \"unmuteButtonStyle\": 1,\r\n \"unmutebuttonDisabled\": \"\",\r\n \"h\": 1080,\r\n \"w\": 1920,\r\n \"mp4\": 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The second campaign stage is a series of posters placed throughout the city to commemorate five historical turning points. The horizontally divided posters contrast an image of the event that has occurred with a blurred version of the same image, signifying reality and possibility. This double motif is divided by two arrows that meet in the middle, which can be read both as a timeline and as a twisting ribbon. The ribbon caught in the moment of its rotation serves as a metaphor for a turning point in history. The heterogeneous nature of the historical images is visually unified by the poster\u2019s strict structure, the ribbon, the word mark, and their distinct colors.<\/p>\",\r\n \"align\": \"top\",\r\n \"row\": 8,\r\n \"col\": 3,\r\n \"colspan\": 5,\r\n \"offsetx\": 0,\r\n \"offsety\": 0,\r\n \"spaceabove\": 0,\r\n \"spacebelow\": 0,\r\n \"yvel\": 1,\r\n \"push\": 3,\r\n \"relid\": 67,\r\n \"absolute_position\": false,\r\n \"frameOverflow\": \"\"\r\n },\r\n {\r\n \"type\": \"text\",\r\n \"cont\": \"

Campaign
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Exhibition Booklet<\/p>\",\r\n \"align\": \"middle\",\r\n \"row\": 17,\r\n \"col\": 0,\r\n \"colspan\": 2,\r\n \"offsetx\": 0,\r\n \"offsety\": 0,\r\n \"spaceabove\": 0,\r\n \"spacebelow\": 0,\r\n \"yvel\": 1,\r\n \"push\": 0,\r\n \"relid\": 83,\r\n \"absolute_position\": false\r\n },\r\n {\r\n \"type\": \"img\",\r\n \"cont\": \"\/wp-content\/uploads\/2023\/10\/25_Roads-Not-Taken_Kampagne_Julia-Volkmar.gif\",\r\n \"align\": \"top\",\r\n \"row\": 17,\r\n \"col\": 5,\r\n \"colspan\": 6,\r\n \"offsetx\": 0,\r\n \"offsety\": 0,\r\n \"spaceabove\": 0,\r\n \"spacebelow\": 0,\r\n \"yvel\": 1,\r\n \"push\": 3,\r\n \"relid\": 53,\r\n \"attid\": 1402,\r\n \"sizes\": {\r\n \"full\": \"\/wp-content\/uploads\/2023\/10\/25_Roads-Not-Taken_Kampagne_Julia-Volkmar.gif\",\r\n \"_1920\": \"\/wp-content\/uploads\/2023\/10\/25_Roads-Not-Taken_Kampagne_Julia-Volkmar-1920x1280.gif\",\r\n \"_1280\": \"\/wp-content\/uploads\/2023\/10\/25_Roads-Not-Taken_Kampagne_Julia-Volkmar-1280x853.gif\",\r\n \"_1024\": \"\/wp-content\/uploads\/2023\/10\/25_Roads-Not-Taken_Kampagne_Julia-Volkmar-1024x683.gif\",\r\n \"_768\": \"\/wp-content\/uploads\/2023\/10\/25_Roads-Not-Taken_Kampagne_Julia-Volkmar-768x512.gif\",\r\n \"_512\": \"\/wp-content\/uploads\/2023\/10\/25_Roads-Not-Taken_Kampagne_Julia-Volkmar-512x341.gif\",\r\n \"_265\": \"\/wp-content\/uploads\/2023\/10\/25_Roads-Not-Taken_Kampagne_Julia-Volkmar-265x177.gif\"\r\n },\r\n \"w\": 2135,\r\n \"h\": 1423,\r\n \"ar\": 0.6665105386416862,\r\n \"alt\": \"\",\r\n \"absolute_position\": false,\r\n \"dosync\": false\r\n },\r\n {\r\n \"type\": \"img\",\r\n \"cont\": \"\/wp-content\/uploads\/2023\/10\/23_Roads-Not-Taken_Kampagne_Julia-Volkmar.jpg\",\r\n \"align\": \"top\",\r\n \"row\": 18,\r\n \"col\": 2,\r\n \"colspan\": 6,\r\n \"offsetx\": 0,\r\n \"offsety\": 0,\r\n \"spaceabove\": 0,\r\n \"spacebelow\": 0,\r\n \"yvel\": 1,\r\n \"push\": 2,\r\n \"relid\": 55,\r\n \"attid\": 1400,\r\n \"sizes\": {\r\n \"full\": \"\/wp-content\/uploads\/2023\/10\/23_Roads-Not-Taken_Kampagne_Julia-Volkmar.jpg\",\r\n \"_2560\": \"\/wp-content\/uploads\/2023\/10\/23_Roads-Not-Taken_Kampagne_Julia-Volkmar-2560x1707.jpg\",\r\n \"_1920\": \"\/wp-content\/uploads\/2023\/10\/23_Roads-Not-Taken_Kampagne_Julia-Volkmar-1920x1280.jpg\",\r\n \"_1280\": \"\/wp-content\/uploads\/2023\/10\/23_Roads-Not-Taken_Kampagne_Julia-Volkmar-1280x853.jpg\",\r\n \"_1024\": \"\/wp-content\/uploads\/2023\/10\/23_Roads-Not-Taken_Kampagne_Julia-Volkmar-1024x683.jpg\",\r\n \"_768\": \"\/wp-content\/uploads\/2023\/10\/23_Roads-Not-Taken_Kampagne_Julia-Volkmar-768x512.jpg\",\r\n \"_512\": \"\/wp-content\/uploads\/2023\/10\/23_Roads-Not-Taken_Kampagne_Julia-Volkmar-512x341.jpg\",\r\n \"_265\": \"\/wp-content\/uploads\/2023\/10\/23_Roads-Not-Taken_Kampagne_Julia-Volkmar-265x177.jpg\"\r\n },\r\n \"w\": 2694,\r\n \"h\": 1796,\r\n \"ar\": 0.6666666666666666,\r\n \"alt\": \"\",\r\n \"absolute_position\": false,\r\n \"dosync\": false\r\n },\r\n {\r\n \"type\": \"text\",\r\n \"cont\": \"

Campaign
Phase 3<\/p>\",\r\n \"align\": \"middle\",\r\n \"row\": 19,\r\n \"col\": 0,\r\n \"colspan\": 2,\r\n \"offsetx\": 0,\r\n \"offsety\": 0,\r\n \"spaceabove\": 0,\r\n \"spacebelow\": 0,\r\n \"yvel\": 1.2,\r\n \"push\": 0,\r\n \"relid\": 21,\r\n \"absolute_position\": false,\r\n \"dosync\": false\r\n },\r\n {\r\n \"type\": \"img\",\r\n \"cont\": \"\/wp-content\/uploads\/2023\/03\/50_Roads-Not-Taken_Kampagne_Julia-Volkmar.gif\",\r\n \"align\": \"middle\",\r\n \"row\": 19,\r\n \"col\": 4,\r\n \"colspan\": 4,\r\n \"offsetx\": 0,\r\n \"offsety\": 0,\r\n \"spaceabove\": 5,\r\n \"spacebelow\": 5,\r\n \"yvel\": 1,\r\n \"push\": 2,\r\n \"relid\": 91,\r\n \"attid\": 1597,\r\n \"sizes\": {\r\n \"full\": \"\/wp-content\/uploads\/2023\/03\/50_Roads-Not-Taken_Kampagne_Julia-Volkmar.gif\",\r\n \"_768\": \"\/wp-content\/uploads\/2023\/03\/50_Roads-Not-Taken_Kampagne_Julia-Volkmar-768x1085.gif\",\r\n \"_512\": \"\/wp-content\/uploads\/2023\/03\/50_Roads-Not-Taken_Kampagne_Julia-Volkmar-512x723.gif\",\r\n \"_265\": \"\/wp-content\/uploads\/2023\/03\/50_Roads-Not-Taken_Kampagne_Julia-Volkmar-265x374.gif\"\r\n },\r\n \"w\": 1000,\r\n \"h\": 1413,\r\n \"ar\": 1.413,\r\n \"alt\": \"\",\r\n \"absolute_position\": false,\r\n \"frameOverflow\": \"\"\r\n },\r\n {\r\n \"type\": \"text\",\r\n \"cont\": \"

In the summer of 2023, the third campaign stage starts: an open-air poster installation on the museum\u2019s fa\u00e7ade attracts passers-by\u2019s attention.<\/p>\",\r\n \"align\": \"top\",\r\n \"row\": 20,\r\n \"col\": 3,\r\n \"colspan\": 5,\r\n \"offsetx\": 0,\r\n \"offsety\": 0,\r\n \"spaceabove\": 0,\r\n \"spacebelow\": 0,\r\n \"yvel\": 1,\r\n \"push\": 3,\r\n \"relid\": 88,\r\n \"absolute_position\": false\r\n },\r\n {\r\n \"type\": \"img\",\r\n \"cont\": \"\/wp-content\/uploads\/2023\/03\/51_Roads-Not-Taken_Kampagne_Julia-Volkmar.jpg\",\r\n \"align\": \"top\",\r\n \"row\": 21,\r\n \"col\": 1,\r\n \"colspan\": 5,\r\n \"offsetx\": 0,\r\n \"offsety\": 0,\r\n \"spaceabove\": 0,\r\n \"spacebelow\": 0,\r\n \"yvel\": 1,\r\n \"push\": 1,\r\n \"relid\": 84,\r\n \"attid\": 1587,\r\n \"sizes\": {\r\n \"full\": \"\/wp-content\/uploads\/2023\/03\/51_Roads-Not-Taken_Kampagne_Julia-Volkmar.jpg\",\r\n \"_1280\": 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ROADS NOT TAKEN
Oder: Es h\u00e4tte auch anders kommen k\u00f6nnen.
Dec 12, 2022\u2013March 22, 2026
Deutsches Historisches Museum Berlin<\/a><\/span><\/p>\",\r\n \"align\": \"top\",\r\n \"row\": 1,\r\n \"col\": 0,\r\n \"colspan\": 12,\r\n \"offsetx\": 0,\r\n \"offsety\": 0,\r\n \"spaceabove\": 0,\r\n \"spacebelow\": 0,\r\n \"yvel\": 1,\r\n \"push\": 0,\r\n \"relid\": 4,\r\n \"absolute_position\": false,\r\n \"classes\": \"intro-sticky-title color-cycle\",\r\n \"frameOverflow\": \"both\"\r\n },\r\n {\r\n \"type\": \"text\",\r\n \"cont\": \"

Historian Dan Diner\u2019s monumental exhibition \u201cRoads not Taken. Oder: Es h\u00e4tte auch anders kommen k\u00f6nnen.\u201d examines numerous contingencies of the 19th and 20th centuries from both national and international perspectives. Unexpected turning points in history, as well as their unmaterialized counterparts, are explored. Why did it happen this way?,<\/em> the central question guiding the exhibition, marks a stark departure from traditional historical exhibition formats, shifting from the representation of historical events to a critical examination of contemporary perspectives, their fears and desires, firmly rooted in historical sources.<\/p>

Considering the special exhibition\u2019s unusually long duration of four years, we developed a campaign spanning several years. The campaign\u2019s design aims to consistently reengage the target audience, capture their attention, and encourage repeated exhibition visits.<\/p>\",\r\n \"align\": \"bottom\",\r\n \"row\": 2,\r\n \"col\": 0,\r\n \"colspan\": 12,\r\n \"offsetx\": 0,\r\n \"offsety\": 0,\r\n \"spaceabove\": \"10\",\r\n \"spacebelow\": \"5\",\r\n \"yvel\": 1,\r\n \"push\": 0,\r\n \"relid\": 6,\r\n \"absolute_position\": false,\r\n \"frameOverflow\": \"\"\r\n },\r\n {\r\n \"type\": \"text\",\r\n \"cont\": \"

SERVICES
Visual Identity, Key Visuals, Campaigns (Development and Design), Consulting on Social Media Strategy, Design of Print Media (Posters, Banners, Flyers, Postcards, Exhibition Booklet), Web Design (Landing Page)

VISUAL SPACE AGENCY
Julia Volkmar, Moritz Kreul, Esther Matusche

IN COLLABORATION WITH
Studio Bens<\/p>


CLIENT
Deutsches Historisches Museum Berlin

PROJECT LEAD
Raphael Gross

DIRECTOR OF EXHIBITIONS
Ulrike Kretzschmar

IDEA AND CONCEPT
Dan Diner

PROJECT MANAGEMENT
Fritz Backhaus

CURATION
Julia Franke, Stefan Paul-Jacobs, Lili Reyels

COMMUNICATION
Stephan Adam, Christina Behrendt, Ina Frodermann, Laura Gropschopp, Desir\u00e9e Hennecke, Jenny, Jakubrik, Henning Koch, Daniela Lange, Ilka Linz, Jana Nawrot, Berit Johns, Nicola Schnell, Peter Sch\u00fctzhold, Oliver Schweinoch, Sonja Trautmann

VISUAL CONSULTING
Mason Leaver-Yap<\/p>


PHOTOGRAPHY
Alexander Butz, Julia Volkmar, Jens Ludewig, Moritz Kreul<\/p>\",\r\n \"align\": \"top\",\r\n \"row\": 3,\r\n \"col\": 0,\r\n \"colspan\": 12,\r\n \"offsetx\": 0,\r\n \"offsety\": 0,\r\n \"spaceabove\": \"5\",\r\n \"spacebelow\": \"10\",\r\n \"yvel\": 1,\r\n \"push\": 0,\r\n \"relid\": 5,\r\n \"absolute_position\": false\r\n },\r\n {\r\n \"type\": \"text\",\r\n \"cont\": \"

Teaser-Campaign
Phase 1<\/p>\",\r\n \"align\": \"top\",\r\n \"row\": 4,\r\n \"col\": 0,\r\n \"colspan\": 12,\r\n \"offsetx\": 0,\r\n \"offsety\": 0,\r\n \"spaceabove\": 0,\r\n \"spacebelow\": 0,\r\n \"yvel\": 1.04,\r\n \"push\": 0,\r\n \"relid\": 16,\r\n \"absolute_position\": false,\r\n \"dosync\": false\r\n },\r\n {\r\n \"type\": \"text\",\r\n \"cont\": \"

As a prelude to the exhibition, a teaser campaign was launched just before its opening. Posters and large advertising spaces feature the slogan \u201cIt could have been different\u201d accompanied by a distinctive green arrow pointing to a QR code, directing viewers to a satellite website of the exhibition. Devoid of additional visual or contextual details\u2014no logo, duration, or additional information\u2014the minimalist poster serves as a potential that demands viewer participation to bring the exhibition announcement to life.<\/p>\",\r\n \"align\": \"middle\",\r\n \"row\": 5,\r\n \"col\": 0,\r\n \"colspan\": 12,\r\n \"offsetx\": 0,\r\n \"offsety\": 0,\r\n \"spaceabove\": 0,\r\n \"spacebelow\": 0,\r\n \"yvel\": 1.04,\r\n \"push\": 0,\r\n \"relid\": 52,\r\n \"absolute_position\": false,\r\n \"frameOverflow\": \"\"\r\n },\r\n {\r\n \"type\": \"img\",\r\n \"cont\": \"\/wp-content\/uploads\/2023\/03\/49_Roads-Not-Taken_Kampagne_Julia-Volkmar.jpg\",\r\n \"align\": \"middle\",\r\n \"row\": 6,\r\n \"col\": 0,\r\n \"colspan\": 12,\r\n \"offsetx\": 0,\r\n \"offsety\": 0,\r\n \"spaceabove\": 0,\r\n \"spacebelow\": 0,\r\n \"yvel\": 1,\r\n \"push\": 0,\r\n \"relid\": 89,\r\n \"attid\": 1583,\r\n \"sizes\": {\r\n \"full\": \"\/wp-content\/uploads\/2023\/03\/49_Roads-Not-Taken_Kampagne_Julia-Volkmar.jpg\",\r\n \"_1280\": \"\/wp-content\/uploads\/2023\/03\/49_Roads-Not-Taken_Kampagne_Julia-Volkmar-1280x1812.jpg\",\r\n \"_1024\": \"\/wp-content\/uploads\/2023\/03\/49_Roads-Not-Taken_Kampagne_Julia-Volkmar-1024x1450.jpg\",\r\n \"_768\": \"\/wp-content\/uploads\/2023\/03\/49_Roads-Not-Taken_Kampagne_Julia-Volkmar-768x1087.jpg\",\r\n \"_512\": \"\/wp-content\/uploads\/2023\/03\/49_Roads-Not-Taken_Kampagne_Julia-Volkmar-512x725.jpg\",\r\n \"_265\": \"\/wp-content\/uploads\/2023\/03\/49_Roads-Not-Taken_Kampagne_Julia-Volkmar-265x375.jpg\"\r\n },\r\n \"w\": 1684,\r\n \"h\": 2384,\r\n \"ar\": 1.4156769596199525,\r\n \"alt\": \"\",\r\n \"absolute_position\": false,\r\n \"frameOverflow\": \"both\"\r\n },\r\n {\r\n \"type\": \"img\",\r\n \"cont\": \"\/wp-content\/uploads\/2023\/03\/47_Roads-Not-Taken_Kampagne_Julia-Volkmar.jpg\",\r\n \"align\": \"top\",\r\n \"row\": 7,\r\n \"col\": 0,\r\n \"colspan\": 12,\r\n \"offsetx\": 0,\r\n \"offsety\": 0,\r\n \"spaceabove\": 0,\r\n \"spacebelow\": 0,\r\n \"yvel\": 1,\r\n \"push\": 0,\r\n \"relid\": 86,\r\n \"attid\": 1581,\r\n \"sizes\": {\r\n \"full\": \"\/wp-content\/uploads\/2023\/03\/47_Roads-Not-Taken_Kampagne_Julia-Volkmar.jpg\",\r\n \"_1920\": \"\/wp-content\/uploads\/2023\/03\/47_Roads-Not-Taken_Kampagne_Julia-Volkmar-1920x1440.jpg\",\r\n \"_1280\": \"\/wp-content\/uploads\/2023\/03\/47_Roads-Not-Taken_Kampagne_Julia-Volkmar-1280x960.jpg\",\r\n \"_1024\": \"\/wp-content\/uploads\/2023\/03\/47_Roads-Not-Taken_Kampagne_Julia-Volkmar-1024x768.jpg\",\r\n \"_768\": \"\/wp-content\/uploads\/2023\/03\/47_Roads-Not-Taken_Kampagne_Julia-Volkmar-768x576.jpg\",\r\n \"_512\": \"\/wp-content\/uploads\/2023\/03\/47_Roads-Not-Taken_Kampagne_Julia-Volkmar-512x384.jpg\",\r\n \"_265\": \"\/wp-content\/uploads\/2023\/03\/47_Roads-Not-Taken_Kampagne_Julia-Volkmar-265x199.jpg\"\r\n },\r\n \"w\": 2500,\r\n \"h\": 1875,\r\n \"ar\": 0.75,\r\n \"alt\": \"\",\r\n \"absolute_position\": false,\r\n \"frameOverflow\": \"both\"\r\n },\r\n {\r\n \"type\": \"text\",\r\n \"cont\": \"

Landing Page<\/p>\",\r\n \"align\": \"top\",\r\n \"row\": 8,\r\n \"col\": 1,\r\n \"colspan\": 10,\r\n \"offsetx\": 0,\r\n \"offsety\": 0,\r\n \"spaceabove\": \"0\",\r\n \"spacebelow\": \"0\",\r\n \"yvel\": 1.04,\r\n \"push\": 1,\r\n \"relid\": 109,\r\n \"absolute_position\": false,\r\n \"dosync\": false\r\n },\r\n {\r\n \"type\": \"html5video\",\r\n \"cont\": null,\r\n \"align\": \"top\",\r\n \"row\": 9,\r\n \"col\": 0,\r\n \"colspan\": 12,\r\n \"offsetx\": 0,\r\n \"offsety\": 0,\r\n \"spaceabove\": \"5\",\r\n \"spacebelow\": \"5\",\r\n \"yvel\": 1,\r\n \"push\": 0,\r\n \"relid\": 9,\r\n \"autoplay\": true,\r\n \"loop\": true,\r\n \"mute\": true,\r\n \"muteDisabled\": \"disabled\",\r\n \"controls\": false,\r\n \"playpauseonclick\": false,\r\n \"playicon\": false,\r\n \"ar\": 0.5625,\r\n \"unmutebutton\": false,\r\n \"unmuteButtonStyle\": 1,\r\n \"unmutebuttonDisabled\": \"\",\r\n \"h\": 1080,\r\n \"w\": 1920,\r\n \"mp4\": \"\/wp-content\/uploads\/2023\/03\/56_Roads-Not-Taken_Kampagne_Julia-Volkmar.mp4\",\r\n \"filename\": \"56_Roads-Not-Taken_Kampagne_Julia-Volkmar.mp4\",\r\n \"sizes\": null,\r\n \"imgar\": 0,\r\n \"mp4attid\": 1594,\r\n \"absolute_position\": false,\r\n \"frameOverflow\": \"both\"\r\n },\r\n {\r\n \"type\": \"img\",\r\n \"cont\": \"\/wp-content\/uploads\/2023\/06\/06_Roads-Not-Taken_Kampagne_Julia-Volkmar.png\",\r\n \"align\": \"bottom\",\r\n \"row\": 10,\r\n \"col\": 0,\r\n \"colspan\": 12,\r\n \"offsetx\": 0,\r\n \"offsety\": 0,\r\n \"spaceabove\": 0,\r\n \"spacebelow\": 0,\r\n \"yvel\": 1,\r\n \"push\": 0,\r\n \"relid\": 17,\r\n \"attid\": 1198,\r\n \"sizes\": {\r\n \"full\": \"\/wp-content\/uploads\/2023\/06\/06_Roads-Not-Taken_Kampagne_Julia-Volkmar.png\",\r\n \"_1920\": \"\/wp-content\/uploads\/2023\/06\/06_Roads-Not-Taken_Kampagne_Julia-Volkmar-1920x1281.png\",\r\n \"_1280\": \"\/wp-content\/uploads\/2023\/06\/06_Roads-Not-Taken_Kampagne_Julia-Volkmar-1280x854.png\",\r\n \"_1024\": \"\/wp-content\/uploads\/2023\/06\/06_Roads-Not-Taken_Kampagne_Julia-Volkmar-1024x683.png\",\r\n \"_768\": \"\/wp-content\/uploads\/2023\/06\/06_Roads-Not-Taken_Kampagne_Julia-Volkmar-768x512.png\",\r\n \"_512\": \"\/wp-content\/uploads\/2023\/06\/06_Roads-Not-Taken_Kampagne_Julia-Volkmar-512x342.png\",\r\n \"_265\": \"\/wp-content\/uploads\/2023\/06\/06_Roads-Not-Taken_Kampagne_Julia-Volkmar-265x177.png\"\r\n },\r\n \"w\": 1956,\r\n \"h\": 1305,\r\n \"ar\": 0.6671779141104295,\r\n \"alt\": \"\",\r\n \"absolute_position\": false,\r\n \"dosync\": false,\r\n \"frameOverflow\": \"both\"\r\n },\r\n {\r\n \"type\": \"img\",\r\n \"cont\": \"\/wp-content\/uploads\/2023\/06\/05_Roads-Not-Taken_Kampagne_Julia-Volkmar.png\",\r\n \"align\": \"bottom\",\r\n \"row\": 11,\r\n \"col\": 0,\r\n \"colspan\": 12,\r\n \"offsetx\": 0,\r\n \"offsety\": 0,\r\n \"spaceabove\": 0,\r\n \"spacebelow\": 0,\r\n \"yvel\": 1,\r\n \"push\": 0,\r\n \"relid\": 18,\r\n \"attid\": 1197,\r\n \"sizes\": {\r\n \"full\": \"\/wp-content\/uploads\/2023\/06\/05_Roads-Not-Taken_Kampagne_Julia-Volkmar.png\",\r\n \"_1280\": \"\/wp-content\/uploads\/2023\/06\/05_Roads-Not-Taken_Kampagne_Julia-Volkmar-1280x1919.png\",\r\n \"_1024\": \"\/wp-content\/uploads\/2023\/06\/05_Roads-Not-Taken_Kampagne_Julia-Volkmar-1024x1535.png\",\r\n \"_768\": \"\/wp-content\/uploads\/2023\/06\/05_Roads-Not-Taken_Kampagne_Julia-Volkmar-768x1151.png\",\r\n \"_512\": \"\/wp-content\/uploads\/2023\/06\/05_Roads-Not-Taken_Kampagne_Julia-Volkmar-512x768.png\",\r\n \"_265\": \"\/wp-content\/uploads\/2023\/06\/05_Roads-Not-Taken_Kampagne_Julia-Volkmar-265x397.png\"\r\n },\r\n \"w\": 1326,\r\n \"h\": 1988,\r\n \"ar\": 1.4992458521870287,\r\n \"alt\": \"\",\r\n \"absolute_position\": false,\r\n \"dosync\": false,\r\n \"frameOverflow\": \"both\"\r\n },\r\n {\r\n \"type\": \"text\",\r\n \"cont\": \"

Campaign
Phase 2<\/p>\",\r\n \"align\": \"top\",\r\n \"row\": 12,\r\n \"col\": 0,\r\n \"colspan\": 12,\r\n \"offsetx\": 0,\r\n \"offsety\": 0,\r\n \"spaceabove\": 0,\r\n \"spacebelow\": 0,\r\n \"yvel\": 1.04,\r\n \"push\": 0,\r\n \"relid\": 21,\r\n \"absolute_position\": false,\r\n \"dosync\": false\r\n },\r\n {\r\n \"type\": \"text\",\r\n \"cont\": \"

The second campaign stage is a series of posters placed throughout the city to commemorate five historical turning points. The horizontally divided posters contrast an image of the event that has occurred with a blurred version of the same image, signifying reality and possibility. This double motif is divided by two arrows that meet in the middle, which can be read both as a timeline and as a twisting ribbon. The ribbon caught in the moment of its rotation serves as a metaphor for a turning point in history. 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Campaign
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For 2024\u201326, ongoing campaign phases will repeatedly remind people of \u201cRoads not Taken\u201d, employing diverse advertising measures both in the urban space and online.<\/p>\",\r\n \"align\": \"middle\",\r\n \"row\": 38,\r\n \"col\": 0,\r\n \"colspan\": 12,\r\n \"offsetx\": 0,\r\n \"offsety\": 0,\r\n \"spaceabove\": 0,\r\n \"spacebelow\": \"10\",\r\n \"yvel\": 1.04,\r\n \"push\": 0,\r\n \"relid\": 93,\r\n \"absolute_position\": false,\r\n \"frameOverflow\": \"\"\r\n }\r\n ]\r\n}","_links":{"self":[{"href":"https:\/\/visual-space-agency.com\/en\/wp-json\/wp\/v2\/posts\/219","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/visual-space-agency.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/visual-space-agency.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/visual-space-agency.com\/en\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/visual-space-agency.com\/en\/wp-json\/wp\/v2\/comments?post=219"}],"version-history":[{"count":0,"href":"https:\/\/visual-space-agency.com\/en\/wp-json\/wp\/v2\/posts\/219\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/visual-space-agency.com\/en\/wp-json\/wp\/v2\/media\/1422"}],"wp:attachment":[{"href":"https:\/\/visual-space-agency.com\/en\/wp-json\/wp\/v2\/media?parent=219"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/visual-space-agency.com\/en\/wp-json\/wp\/v2\/categories?post=219"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/visual-space-agency.com\/en\/wp-json\/wp\/v2\/tags?post=219"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}