Cultural exchange, excellence and new discoveries rank among the hallmarks of this September’s 20th ‘George Enescu’ Festival (1-25 September 2011). The biennial event offers a programme as rich and diverse as any on the international festival circuit, its artistic scope widened this year thanks to heavyweight government investment and distinctive repertoire choices. Romania’s resurgent capital will host many of the world’s leading orchestras and conductors during its late summer festival time. It’s also set to stage performances of works by great names in Romanian music and outstanding talents among the nation’s emerging cohort of composers. In short, the Festival packs the programme punch and artistic armoury required to attract worldwide attention. MAGIC EXISTS at George Enescu Festival. The 20th edition of the festival comes with a new brand identity. In order to have a visual discourse that clearly defines the identity of the festival, a rebranding process was necessary. Classical music history has been celebrated at George Enescu Festival since 1958. It takes place every two years in the honour of the violinist, conductor, composer and professor George Enescu and it is one of the most important cultural events that speak about Romania’s identity. The rebranding campaign of the George Enescu Festival was conceived by Ioana Gheorghiu and Robert Blaj, Art Directors for the 20th edition of the Festival: “The rebranding campaign was built to reflect the following features of the festival’s personality: distinguished, surprising, with style. We wanted these features to be read within the feeling of “being fascinated”. Fascination is how we thought a classical music lover (musician or spectator) would define “the undescribable feeling” that he experiences when listening to classical music.” Ioan Hollender, the Festival’s Honorary President and Artistic Director, has fashioned a blend of concerts that projects the event’s core values while charting the direction of its future. The work of the greatest of all Romanian composers, George Enescu, remains central to the programme, as it has since the Festival’s foundation in 1958. Enescu’s legacy and lasting influence on Romanian music surfaces throughout the programme, in the form of his compositions and reflected in works by artists born since his death in 1955, Livia Teodorescu-Ciocănea, Carmen Cârneci and Iancu Dumitrescu not least among them. Past, present and future coalesce in the Festival’s selection of repertoire. “Enescu’s music remains central to our programme,” observes the Festival’s Manager, Mihai Constantinescu. “We’re delighted that so many international artists and ensembles have agreed to perform the composer’s work this year. Promoting Enescu gives focus to the Festival and reminds the world of the creative power of this great Romanian musician. Every government since we reformed the event in 1998 has recognised that Enescu and the Festival are of great value in projecting this country’s image abroad. We’re doing this in partnership with musicians from many different countries in order to tell the story of Romanian art and culture, which is a rich and evolving tale.” “Romania’s economy, like those of so many countries in the world, has been affected by the global financial crisis,” observes Mihai Constantinescu. “But our government has taken the bold decision to increase its funding to this year’s ‘George Enescu’ Festival and provide around 90% of its total funding. This means that our ticket prices remain affordable to local people and our programming can thrive because of funding stability. The public and the media here recognise that the Festival is something they can be proud of and they understand its place on the international stage. Our international visitors come to Bucharest and discover a Romania that few people expect to find. This is what we want to celebrate and communicate in the 2011 ‘George Enescu’ Festival.” Related links: • A New Brand Identity • City of Culture: Bucharest Welcomes the World to the 20th ‘George Enescu’ Festival