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The House of Imagination

Award: Graphite Pencil

Graphite Pencil / Integrated / Integrated / 2009

In August 2008, the Hornbach Home Improvement Superstores chain created a poetic promise that only a company of that size could possibly make good on: 'If you can imagine it you can build it.' After beginning with standard media, the idea became real by founding the 'House of Imagination', an empty apartment building in the middle of Berlin. International artists turned the rooms into amazing, bizarre, fantastic experiences. The location turned into the place to be with a strictly limited music club and restaurant. The event and exhibition were announced and documented with a billboard and TVC campaign. More than 2,000 people attended the official opening, and in total 24,000 people visited the 'House of Imagination'.

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