Rebranding Denmark – University of Copenhagen

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Images and International Security > About our images > Rebranding images

Still from the video "Rebranding Denmark" by Superflex

First exhibited in 2007, the response to the Muhammad cartoon crisis by the Danish art collective Superflex was an 8-step LED display showing the Danish flag in flames. The images invoked the burning of Danish flags and attacks on Danish embassies in 2006. The title, "Rebranding Denmark", referenced the diplomatic attempts to restore Denmark's reputation in the "Muslim" world after the immediate crisis. In Danish, "brand" means "fire", thus, more radically, the artwork suggests a "re-burning" of Denmark. What would arise from the ashes is an open question.

Learn more about Superflex and Rebranding Denmark