OMA founder Rem Koolhaas has joined his colleague Stephan Petermann and artist Wolfgang Tillmans in calling for ideas on re-branding the European Union, at a time when the EU is experiencing increased pressure from the rising tide of far-right nationalism. Working with a group of artists, creatives, and communications experts from across Europe, the “Eurolab” team will present the outcomes of their initiative at the Forum on European Culture on June 3rd, 2018.
Eurolab argues that, although the EU is a project aimed at peace, cooperation, and solidarity, it has failed to present itself as a progressive, positive organization to European citizens. As support for nationalism and the far-right grows across Europe, Eurolab will embark on a 4-day fact-finding mission to investigate why the voices of European unity are been drowned out by the voices of European division. Going beyond the identification of issues surrounding disdain for the EU, Eurolab seeks to help re-brand the organization, asking “how can cooperation and solidarity be communicated to a large audience in a fresh and compelling way?”