User:MelonBlue

Translation Assessment

Background and general facts

The “Skulpturenboulevard” (“boulevard of sculptures”) was a central constituent of the image and location initiative by the German Federal Government and German industry called “Deutschland – Land der Ideen”(“Germany – country of ideas”) which is intended to communicate a positive view of Germany both domestically and in foreign countries. It is under the patronage of Federal President Horst Köhler and represented by the Bundesverband der Deutschen Industrie BDI (Federal Association of German Industry). Both the corporate design of the campaign and the design of the statuary were conceived and implemented by the Berlin design agency “Scholz & Friends Identify”. The company was internationally awarded several times for that campaign – for example with the coveted EVA Award 2006. The statuary were to be found on central places in Berlin city centre, such as the Bebelplatz or the Gendarmenmarkt. The unveilings were accompanied by small celebrations during which politicians, members of the initiative or representatives of the companies involved delivered opening speeches. The first sculpture to be unveiled was “Der moderne Fußballschuh” (“the modern football shoe”) on 10 March 2006 in Spreebogenpark and the conclusion of the series was the handover of the sculpture named “Relativitätstheorie” (“Theory of Relativity”) on 19 May 2006 in Lustgarten. The sculptures were dismantled again in autumn 2006. One of the sculptures, “Das Automobil” (“the autocar”) went on a journey to Munich – the use or valorisation of the other works are unclear. The total costs from planning to realisation added up to between €300,000 and €350,000 per sculpture. The production of all sculptures was realised with a modern plastic named Neopor® and their coating was a gleaming white special lacquer. Their production took roughly two months each and the final assembly on the squares took up to three days. Information boards gave some indication of their symbolism both in German and English upon every object along the path through the German research landscape and cultural history,

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