What does a museum look like when it showcases supermarket shelves instead of traditional artworks? In 2024, visitors had the chance to find out at the Tyrolean State Museum Ferdinandeum. As part of the exhibition The Museum Game by Italian artist Anna Scalfi Eghenter, a fully functioning MPreis pop-up supermarket was installed right in the heart of the exhibition space - a deliberate shift in perspective that challenges conventional ideas about public spaces.


A supermarket as art – and an anniversary as an experience

The idea of staging a real supermarket in a museum was the perfect fit for celebrating MPreis’s 50th anniversary. As a regionally rooted supplier with a spirit of innovation, the Tyrolean family-owned company looks back on a dynamic history - from its first store in Innsbruck to over 300 locations across Austria and South Tyrol.

For the celebration in this extraordinary setting, KEEN provided conceptual and organizational support: from planning through to execution, we seamlessly integrated the anniversary program into the exhibition - always with great respect for the artist's vision.

In close coordination with the museum team and the artist, we developed an event concept that blended harmoniously into the existing exhibition environment. The stage, lighting, presentation and catering areas, as well as the guest area, were all designed to complement the character of the installation Interim Measure perfectly.

Whether employees, honored guests, or representatives from the city and region: the invitation and accreditation process was handled entirely by the MPreis project team using KEENTix. From the invitation to the welcome at the museum entrance, we ensured a smooth experience from start to finish.


Half a century of MPreis – an anniversary that deserves a stage as unique as the company itself

The celebration at the Tyrolean State Museum Ferdinandeum not only reflected on 50 successful years, but also sent a strong message about the future - one of courage, creativity, and vision. KEEN had the honor of shaping this significant milestone - with a coherent overall concept that brought the values of MPreis vividly to life.