We were hired to develop a name in 2002 while developing communication for the opening of the Pinakothek der Moderne. The goal was to create a unifying framework for such significant institutions as the three Pinakothek museums, the Lenbachhaus, Museum Brandhorst, Staatliche Ägyptische Sammlung, the Glyptothek, University of Music and Performing Arts, Ludwig-Maximilian University of Munich, Munich Technical University and much more, including 40 renowned art galleries. This was to promote internal information sharing and boost its international perception as an innovative site for knowledge and an extraordinary tourist destination.

We developed a name that referred to the object (art/culture) instead of the housing (museum) to clearly set it apart from the conventional »museum, quarter, bank, island, etc.« »Areal« refers to the urban planning situation created by Ludwig I. discovered during the planning of the Pinakothek museums, and also reflects the open nature of the association. The »Kunstareal München« association was officially launched in 2009 and has already established itself as an important part of Munich’s cultural life.