Bruuns Galleri in Aarhus wanted Ruth Crone Foster to make the new instore decoration for the shopping mall. They have a new branding strategy that they wanted her to interpret.

Bespoke mural at Bruun's Galleri by Ruth Crone Foster Bespoke mural at Bruun's Galleri by Ruth Crone Foster

The strategy is called “Med hjertet i Aarhus” roughly translated, “with heart in Aarhus” because this is where they are situated. Bruuns Galleri had five themes that have sprung from this new strategy and Ruth received some inspirational words to go with each theme. She illustrated the different themes using black and some pops of color. These different colors also work as a way-finder in the shopping mall, so people can remember which entrance they entered from.

Bespoke mural at Bruun's Galleri by Ruth Crone Foster Bespoke mural at Bruun's Galleri by Ruth Crone Foster

This is how she chose to interpret them.

HARBOR – I’ve shown a lot of different elements from Aarhus harbor and landmarks of our seaport. The large cranes and seagulls are central characters. Other items I have used to visualize the harbors are people fishing and jellyfish.”

Bespoke mural at Bruun's Galleri by Ruth Crone Foster Bespoke mural at Bruun's Galleri by Ruth Crone Foster

CULTURE – Some of the keywords I was given for this theme were: creativity, development, tourism, visibility, and prestige. The greatest symbol of culture in Aarhus at this time seems to be Aros and “The Boy” therefore he has a prominent role in this artwork. He stands on top of a globe as a symbol of the world, on the globe, there is a map of Aarhus. This is to visualize that we as a city would like to be more visible in the world. A tree with roots shows that culture can put down roots in this city. Art is displayed in many ways, both with brush strokes, brushes, the top of a cello, theater masks, a dancer and film roll. A lot can happen over a cup of coffee, you can get the brain started to churn out ideas which happen a lot in Aarhus.”

Bespoke mural at Bruun's Galleri by Ruth Crone Foster Bespoke mural at Bruun's Galleri by Ruth Crone Foster

LIVING – Young, urban, pulse, communities and homes were some of the words I was given for this theme. Which meant it was important for me to show some of the places “life” is lived in Aarhus. So I showed the river which is a very well known and popular “hang out spot” especially in the summer. To the right, I have a lot of different items such as books, glasses and a brain with swing handle which indicates that Aarhus is a city filled with students grinding their brains.”

Bespoke mural at Bruun's Galleri by Ruth Crone Foster Bespoke mural at Bruun's Galleri by Ruth Crone Foster

TOWN – Here I have chosen to focus on various new and old landmarks, icons and symbols which is something that characterizes the city. My challenge here was to create an artwork that seemed alive which can be difficult if you have to use a lot of ” dead” things such as statues and buildings. I have chosen to use seagulls because they are more dynamic elements than the “dead ” elements but also they are a large part of the city of Aarhus, both sound image but also visual image. Nature is extremely important, forests, the parks but also the beach. The fact that we are so close to nature is also a landmark of the city. The key elements are all new buildings by the harbor, the old town, town hall tower, Aros and cathedral and the equestrian statue of King Christian 10.”

Bespoke mural at Bruun's Galleri by Ruth Crone Foster Bespoke mural at Bruun's Galleri by Ruth Crone Foster

MUSIC – The artwork to the music theme is rooted in the young musicians from Aarhus and such as LOC, Nephew, Carpark North and Medina, and also Thomas Helmig. This was a theme that needed something dynamic. Music is something you feel and makes you want to move but no one can see it. I wanted to create a visual interpretation of sound in Aarhus, its pulse and its beat. Where both young and experienced people jam at the many venues and rehearsal rooms around the city. This is also why I chose items that show different types of music, such as jazz, classical but also a loop station used for electronic music.”

Bespoke mural at Bruun's Galleri by Ruth Crone Foster Bespoke mural at Bruun's Galleri by Ruth Crone Foster

Bespoke mural at Bruun's Galleri by Ruth Crone Foster Bespoke mural at Bruun's Galleri by Ruth Crone Foster


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