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In the area around Vienna there are eight mountain railways. A conclusive master plan should be developed that shows the togetherness of all eight mountain railways in public, even though they are locally not really close to each other. The ARGE Bergbahnen didn ‘t want a common corporate design, but more a comprehensive concept with regards to contents and visualization.
So the “Myth of the ARGE Mountain-Railways” arose: A considerably myth based on legends about Vienna and the surrounding area. The myth tells how it came that the mountain railways were built. It is a myth about the city people and the mountain people.
Through different instruments the visitor of the mountain railways shall be tempted to want to find out more and more about the myth so that they use the mountain railways again and again: On the backsides of the tickets for the mountain railways parts of the myth can be read. The tickets can be collected in a slipcase. There is a book with the story and a DVD with an animated visualization of the myth. A holographic information-system leads through original locations, both in the mountains and in the city. The wagons of the mountain railways turn into mythological stations. Plays take place on location and mythological night-excursions. And there are a lot of things to collect: postcards, mousepads, keyring pendants, bookmarks, cushions, just to mention a few.
The abstract and reduced esthetics gives the freedom to the fantasy of the visitor and shall in the same time increase the desire to find out more about the myth.