Marlene® Roadshow: art takes to the streets

“After the trams of Milan, which were completely decorated with some of the finalist images from our digital contest, we wanted to continue bringing the art of Marlene® closer to people, with the aim of making it even more accessible,” explains Hannes Tauber, Marketing Manager at the VOG Consortium. “We therefore decided to organise a kind of international roadshow so that people could admire these striking images up close and at their leisure on special panels. The initiative gave artists an opportunity to demonstrate their creative skills in interpreting the Marlene® story and, at the same time, enabled us to introduce consumers to the entire Marlene® range and our apples’ unique character.” 

The 25 finalist works of the digital contest were chosen from over 6000 entries from 36 countries. The winning work, created by Italian artist Francesca Cito, represents the new face of South Tyrolean apples on all promotional material and stickers this year. Now the roadshow held in town squares and shopping centres has taken them on tour to several countries. In Italy, the exhibition stopped off in Peschiera, Ascoli, Padua, Milan, Bologna, Turin and Rome, while in Norway it landed in Vinterbro and Storo, near Oslo. It also came to the main cities of Spain, such as Barcelona and Madrid. 

“This initiative is filling us with enthusiasm and bringing us great satisfaction: this is reflected in the appreciation of the public, which is always particularly curious and attentive,” concludes Hannes Tauber. “During these challenging times, taking a few minutes to admire the beauty of these works of art, which combine nature and the magnificent alpine scenery where Marlene® apples are grown, is a little opportunity to escape from daily routine. While we wait to finally be able to freely experience the wonderful landscapes of Marlene®, the apple daughter of the Alps.”

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