Mona Kim and her partners of Program Collective had been invited, out of 200 teams, to submit a concept package in this shortlisted competition.
She focused on developing a general voice for the center and creating a dynamic and "accessible" public space installations and experiences.
The aim was to help transform the public perception of the European Parliament and reposition this
political entity. The branding concept aimed to express and transmit the democratic spirit
of Europe and to transmit the visionary essence of the organization. The core concept was based on creation of simple and accessible "language" and "un-conventionally political" public space experiences.