The way to ARS: The colours of Africa brighten our life

The theme of ARS 11 will be contemporary African art, and the ARS exhibition serie will celebrate its 50th anniversary in 2011.

The theme of ARS 11 is extensive and challenging, offering little room for exact definitions or clearly defined perspectives. Then again, the purpose of the ARS exhibition has always been to ask challenging questions instead of offering quick and easy answers.

Unexpected Africa
Africa is often associated with stereotypical and prejudiced images. The ARS exhibition will not be based on these or any other clichéd patterns of thought. In the spirit of previous ARS exhibitions, Kiasma wants to offer something new and unexpected - something that will make visitors stop and think.

ARS 11 will not be limited to exhibition spaces. Kiasma will expand the theme through events and new types of marketing concept.

Attitude and surprises
The visual image of ARS 11 will be based on the contrasts between Finland and Africa. The clear forms and earthy tones that Finns love so much have inspired visual designers to add delicious dashes of African colours and attitude. Created by the hasan&partners advertising agency, the visual image of ARS 11 spices up Finnish everyday life with African contrasts and surprises.

The ARS 11 exhibition sees the world differently, bringing new life and joy to formats, platitudes, and mind-numbing routines. "Why not?" the exhibition asks, adding colour, sound, and life to places we are used to seeing as subdued, dull, and quiet.

Sanna-Mari Jäntti