Husova 18

The taking-over of countercultural visual language by corporate institutions recurs with a traceable periodicity. What begins as an alternative, produced by a minority group, frequently becomes fully-fledged mainstream through its long-term, successful embedding in society. One exemplary countercultural gesture is the refusal to place a logo on “one’s own” space — a move that can be read as a statement in itself. This approach, too, has already been absorbed by corporate identities. Debranding has become a routine instrument of contemporary brand-building.

The first installation by the group Final_Final at Praha v Brně announces a temporary taking-over of the space and introduces a new public programme divided into blocks. Each block opens with a new spatial installation. This one addresses the development and significance of visual culture, identity, and institutional branding, redefining the visual language of the exhibition space itself.