Six sculptures were designed by Scholz & Friends for the 2006 football world cup (FIFA). These six sculptures were set in Berlin and made a part of Germany’s Idea campaign; “Deutschland – Land der Ideen”, and were named “The Walk of Ideas”. They were put up for a certain period of time, but made a big impact on tourists who visited the nation for the big event. Among the sculptures, there were many that conveyed thought, idea and innovation throughout the country’s history. These sculptures cost about 300,000 euros each from start to finish, and were made with a new kind of material called Neopor. The sculptures consisted of these designed subjects: A series of books with names of German poets and writers, a giant tablet signifying the milestone of medicine, a few huge musical notes to symbolize bach, beethoven and the rest of their musical prodigies, a silver car signifying contributions in the automobile discovery, A modernized foot ball boot, and Einstein’s equation: E=mc squared. The feedback from the worldwide community was simply astonishing. The British Times, CNN and many other coverage media companies broadcasted positive clamour for the overall success of the campaign.
They also said that Germany was turning away from pessimism and starting to convey the fact that it was lead by people with vision and a sense of national innovation.The only downside to this series of sculptures was the fact that some people complained that their artistic value was compromised by the “platitudinous advertising”. Examples of these complaints were the fact that the football shoes had stripes that pertained to the Adidas brand and the silver car looked almost exactly like the new Audi model of the time. Some people thought that corporations were behind these seemingly innocent discoveries within the artworks. Despite this, the event was a good thing to have for Germany, and the world appreciated this well-prepared acceptance of the 2006 football world cup. For a land with its history, Germany has really grown into an excellence of creative minds and great thinkers. (Picture Accreditation: Walk of Ideas (Berlin) + Photography by Lienhard Schulz)