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.
