Showpieces of the imagination

Theater is a magical place. A place of mysterious encounters between stage and audience. Here, encounters are possible that are "characterized by subjective interpretation, sketchy reflection, fantasy and emotion", as CD Daniel Leber at TBS Identity puts it. To get to the heart of this aspect, the Zurich agency for communication and design and the Lucerne theater invited the comic artist and illustrator Massimo Milano to accompany the season with graphic imagination. TBS Identity gave Milano an illustrative page for each play in the program booklet. Quotes from this illustrative approach characterize the visual communication of the new season and thus also the play posters.
A subscription campaign detached from these illustrations aims to ignite the fire for theater among the population and a newly introduced theater day is also intended to encourage people to try out individual performances. A flaming heart was staged on posters, bus posters with postcards and flyers, and a label specially developed for the Theater Day announces performances at a standard price of CHF 39.
For the first time, a calendar will also guide you through the season. The theater calendar, which is distributed to households in the region, contains all the information about the season and the various Lucerne Theater subscriptions. (pan)