Field of Excellence «Event»
The planned and staged event is increasingly gaining in importance among commercial and non-commercial communication strategies. As a temporary sensory experience it serves to provide a wide audience with access to various topics.
The challenge in producing an event exists in the skilful navigation between expectation and surprise, creating a memorable experience for the presenters and spectators. Different media dimensions contribute to the establishment of an event. Events range from marketing events to political activities, including presentations, performances, shows, spectacles, public viewings, or media productions in public spaces.
Head: Bitten Stetter | Assistance: Andrea Roca
In the Master programme, commercial events, media interactions and artistic interventions are developed and implemented. The programme comprises critical analysis of events, reflection on the notion of an “event”, historical research, as well as the conception of trend and future-orientated scenarios.
Commercial events have become an important component of classic communication formats. On the one hand, information events, parties, trade fairs or activities can attract the attention of a broad public to a particular issue in an entertaining way. On the other hand, events can tailor their specific expression in terms of staging and media to an exclusive audience. Themed experiences, to all senses, represent and support brand identities.
Media interventions are a further field of work. Only through media, that embraces an event and reports the specific dramaturgy, will a recognized public event become established. In this way events can be created from stories and myths. Events can be created from singular episodes through media representation or dramatic skills and media communication can be employed to stage artificial events.
Artistic interventions in public spaces are the third field of work. These interventions provide direct access to complex questions to a wide public. They can confuse and provoke, they can raise topics in an ironic or unconventional manner and in this way comment on a specific social debate.
Professional goals: communication for museums with focus on public events; festival dramaturgy and production; client events project management for companies; concept development; event agency; management for life or online events; producer in the broadcasting and entertainment sector.
Collaborations: Zurich network of cultural and media institutions; potential clients and public institutions; foundations; aid agencies; NGOs and firms; producers for event agencies and exhibition contractors; university partners with similar themes and research areas; media companies; web platforms.
Keywords: design, planning and implementation of events; project management; event marketing; corporate communications; ephemeral architecture; experience design; basics, dramaturgy/narrative, media design.