Branding the Campus

Description: In his most recent art project, Branding the Campus, Christian Philipp Muller considers the representation of the university in the public sphere. Taking the University of Luneberg as its main site of inquiry, Muller's investigations reveal that "branding" is not simply the creation of identificatory signs. Branding the Campus problematizes the commercial pressures put on universities of late, pressures which affect the content and social criteria of academic culture. Textual and photographic documentation of Muller's two-part permanent installation is accompanied by essays examining the methodological and content-oriented relationship between this work and the artist's previous projects.