Market Academy Naschmarkt’s aim is to create awareness and to take advantage of a market in transition, amongst the market standholders - but also amongst experts, activists, designers, politicians, and public institutions concerned with the future of the Naschmarkt. With their direct involvement the Market Academy Naschmarkt will develop and reinvent market knowledge. Ideas, products and actions able to spark off a revitalization of the market itself and a constructive debate about its future development.
The Market Academy Naschmarkt is an experimental factory for the invention of new practices and the stimulus of new forms of entrepreneurial attitudes. It is an engaging instrument, encouraging market people to come together and to make space for a collective regeneration of the market.
The Market Academy Naschmarkt is a research project by Lucia Babina and Henriette Waal that addresses the Naschmarkt, the “monumental” market of Vienna, as it was designed by the architect Otto Wagner in the first decade of the Twentieth century.
The Market Academy Naschmarkt will be launched on occasion of the exhibition Into the City - Im Paradiesgarten (29 May - 5 June 2010), as part of the Wiener Festwochen (Vienna), curated by Birgit Lurz and Wolfgang Schlag. It will inaugurate with 5 actions: MAN-Reception, MAN-Knoedel Fakultaet, MAN-Talks, MAN-Pamphlet, MAN-Drechsler time.
We are aware it won’t be possible to go through a process of real transformation in such a short time. But we wish that the five actions we are going to set up during this opening week can be just a beginning of a long-term project.
We would like to thank: Marjetica Potrč, Birgit Lurz, Wolfgang Schlag, Edith Spira, Tateus, Mario Berber, Maincz, Daniela & Erwin Gegenbauer, Amoni and Julia, Omer Karagoez, Goekhan Umar, Ibrahim Shebahim, Ahmad, Helge Mooshammer & Peter Moertenboeck, Peter Kleinhans, Andreas Weber, Angelika Herburger, Barbara Neuroth, Manfred Rakousky, Kili Schmidt, Lisa-Yvonne Heimgartner, Hanna Stermann, Lucas Woerdehoff, Carmen Rueter, Hannes Schreckensberger, Goetz Bury, Christian Daschek, Bernhard, Mina, Gehsteig Guerrilleros, Elke Krasny, WochenKlausur, Gerald Nestler.
It is the reception of the Market Academy Naschmarkt and is located in the booth of Tateus, one of the Naschmarkt standholders. Part of his stall turns into a coffee corner welcoming occasional visitors and participants in the activities of the academy. The reception provides for information about the Market Academy Naschmarkt and its activities. But it is also a place to exchange ideas and opinions about the market, to discuss and confront. The reception will open officially on Saturday May 29, 2010 from the morning and will remain open on Monday 31 May, Tuesday 1 and Wednesday 2 June.
The owner of Cafe Drechsler, next to the Naschmarkt, used to distribute coffee for free every morning in the Naschmarkt and to have a chat with all the standholders. We have been told he knew exactly how to satisfy the way each of the standholders liked to drink coffee. A mobile coffee device will renew this tradition, on Monday 31 May, Tuesday 1 June and Wednesday 2 June in the morning. The Drechsler time is a way to create an intimate moment with the market people, to connect with them and exchange ideas about the market.
The audience of the Wienerfestwochen and visitors of the Naschmarkt are invited to attend one or more of the talks held by the market teachers/standholders. During a specific time of the day (from 31 May to 2 June 2010) standholders are available to meet with small groups of visitors at a time in the Knoedel Fakultaet, in order to tell their stories, to share their knowledge, to engage in a discussion. Reservations are accepted in the Market Academy Naschmarkt Reception.
It is an informal kitchen that is situated in the market itself and opens only when the Market Academy Naschmarkt Talks or other special events take place. Its name reminds of the Hauswirtschaftsschule (household management schools for girls) but it experiments especially with Knoedels and other food made out of vegetables and fruits disposed from the market. The intention is to create a space for gatherings and discussions, for inventing new products and for breeding ideas and dreams. Opening days are 29 May, 2010, 31 May, 1 and 2 June.
It is leaflet distributed in the market, with the support of Augustin magazine (magazine written and distributed by homeless in Vienna). The pamphlet intends to trigger thoughts and debate around the market. It collects statements from experts, activists, politicians, market people, market visitors, etc. The pamhplets are for now 7 and you can download them here.
MAN-Reception took place in the stand of Tateus, who, with his wife Sevan, prepared coffee to the guests. The receptionist Lisa-Yvonne was welcoming people and explaining about the Market Academy Naschmarkt every day from 29 May 2010 to 2 June 2010.
MAN-Knoedel Fakultaet is the heart of the Market Academy Naschmarkt. It is an experimentation space for new ideas and a meeting point. It is an independent space inside the Naschmarkt, where people, from 29 May till 2 June, could cook, attend lectures, discussions and share knowledge. The kitchen is still in function in the Naschmarkt as a Recepies Station.
From the 31 May 2010 till 2 June 2010 visitors of the Naschmarkt could book a MAN-Talk by the market standholders and attend it directly in their stands. The conversation allowed small groups to meet with the market standholders and toengage in an open discussion on the Naschmarkt and its future. The MAN-Talkers were: Amoni, Mario Berber, Johannes Maincz, Ömer Karagöz, Tateus and Sevan, Gökhan Umar. Here in the picture of Judith Kaltenboeck, Amoni (on the left).
Mina and his mobile kitchen turned into the MAN-Drechsler for three days (31 May - 1, 2 June 2010). Every morning Italian/Turkish coffee and Egyptian tea were given for free to the Naschmarkt standholders.