ESCH2022moves: Activating the boundless kinetic force of our audiences
The past year has prompted more than one type of reflection amidst our creative team. With event formats radically altering, and “creative solutions” having to take on unprecedentedly novel meanings, we found ourselves rethinking virtually every facet of our ideation and production processes — not simply out of logistical constraints, but also for the sake of the audiences left in limbo, unsure of what to seek out, and, crucially, of what can be obtained. While in theory, this positioning grants a lot of power to those in charge of deciding the cultural offer, we refrained from using this power in overly didactic terms; we should not be the ones telling audiences what to enjoy, what to look for, or what to experience. Instead, our strategy has been to empower them to create, curate, and live it out themselves. This principle of interactive co-creation and organic engagement lies at the heart of the hybrid experiences and culture we’ve nurtured over the past year. We like our audiences to be active. Figuratively, and, sometimes, literally — as attested by our latest initiative Esch2022moves, forming an integral part of the prelude to the Esch2022 European Capital of Culture celebrations.
