The MuseumsQuartier Vienna is a hot spot during the winter holiday season for people to hang out, enjoy hot cups of mulled wine and listen to music. Österreich Werbung approached Strukt via Agency TBWA\Wien to come up with an online snowflake generator and to plan and realize a large scale projection to display the user generated snowflakes in the MQ.

16.000 handcrafted snowflakes

On the website users created more than 16.000 individual snowflakes online. The video installation, projecting onto the buildings in the courtyard of the MQ, was up every night from 5 pm to 11 pm for three weeks. Every single snowflake was scheduled to be shown at a specific time. Users could show up at the MQ to see their creation in person or to follow their work online via webcam. To remember this moment, a link to the video recording of their own flake was sent to them via e-mail.