VML Germany and Alzheimer Initiative Present Interactive ‘Fading Memories’ Exhibition

There are currently 1,2 million people suffering from Alzheimer’s disease in Germany, with around 300.000 new cases estimated to be diagnosed every year. However, awareness around the effects of the disease and symptom progression is still low. The earlier the diagnosis, the more patients can do to prevent the progression of symptoms. An active lifestyle, a balanced diet and memory boosting exercises are just a few of the measures patients can take to do so.

Raising awareness around Alzheimer’s was the main objective behind The Fading Memories Exhibit, a unique event orchestrated by VML Germany for the Alzheimer Forschung Initiative, a non-profit committed to making Alzheimer’s curable through research funding while also supporting affected individuals and interested parties with information around the disease.

For the exhibit, VML commissioned 15 artists with a family history of Alzheimer’s, who each painted a personal memory. The artworks were created using thermochromic paint and fitted to a custom-made frame designed to heat the paintings, thus making the image disappear.

“We are proud to stand behind such a unique idea showing the effects of Alzheimer’s progression using the universal language of art. We believe creativity is a powerful way to draw attention on a topic that should be on everyone’s agenda.” said Oda Şanel, CEO of Alzheimer Forschung Initiative e.V.

Just like patients’ memories, the paintings faded day after day over the course of the exhibition, took place between April 2nd and 9th at Gallerie erstererster in Berlin. Each ticket for the exhibition could be turned into a donation for the non-profit.

After the eight-day exhibition, the paintings returned to their original form and were auctioned to the highest donor.

“This project was truly a force of bringing people together, and we are thankful for everyone who collaborated and supported us to bring this to life and to bring the effects of Alzheimer’s to the attention of those who visited us and beyond.” says Simona Suman, CCO VML Germany.

Even though the exhibition ended, you can still see the artworks here and support the organization with a donation.