The method is always the same: Analyzing resources and capacities, creating a strong vision and execute (or guide) the process until its goal.

A piece of wood can have different values depending how you transform it. You can put it into the fire and burn it immediately. You can make a pole for a fence – but after some years it will be rotten and you have to replace it. Or you create an art piece out of it (which also can serve as a table leg) and the piece of wood will probably last for generations.

I like the last option most. That’s why I live and act that way, as far as it is possible. I like to enhance value. Not necessarily financial value but social value as well.

Beside my artwork, I created pop-up-stores in abandoned spaces, an architectural eye-catcher on the outside of a prison wall or an agricultural laboratory on a fallow. And I helped plenty of companies to improve their brands and their internal as well as external communications.

By creating a low cost artwork in the first place, I achieved my strategic goal: a knowledge bridge to the next generation.

In 2020 I started an agricultural project. My idea was to create an open garden, so children can create a healthy connection with Mother Earth. A kind of knowledge bridge.

The first thing I did, was to create a brand. I mowed the grass and used the hay to build a sculpture: the Pesce Paglia (straw fish) was born. It became a sight in the neighborhood and people started to speak about the project. So the year after I could start with two other families to grow food. During the summer we used the place to teach groups of children.

The project grew naturally, using a minimum of resources. Today we are four families who work the soil and Pesce Paglia became a social meeting and interacting point.

info@viktorkroell.com