This project, curated by Hans-Ulrich Obrist, began in 2019 in Denmark. Heartland Festival and Kunsthal Charlottenborg organized the exhibition during the spring election for the European and Danish Parliament. The organization invited artists to think about the present and the future with a display of posters on billboards throughout Copenhagen. The idea was to bring the work right into public city life.
At the invitation of Luma in Arles, more artists contributed to the exhibit with their subjects and posters. The most frequently addressed themes are in ecology, inequality, the future, anti-racism, and social justice. It’s a great portrait of modern ideas and concerns.
Maja Hoffmann, an heiress to the pharmaceutical giant Hoffmann-La Roche, has an incredible influence in the art world. She sits on the board of, for example, the New Museum and the Swiss Institue in New York, the Serpentine Gallery in London, and the Kunsthalle Zurich. Her most significant project of them all is Luma Arles, a place where Maja Hoffmann wants to put all her activities into one place so they would have more weight and meaning. She is trying to transform Arles through art and use art to draw in tourists and as such an economic influx for the region. The new centerpiece of Luma Arles, built on a 15-acre defunct rail yard, is the tower designer by architect Frank Gehry. The tower is slated to open in 2021 as the Arts Resource Center at Luma and needs to further help Arles to reinvent itself through art.