45

When reflecting upon the definition of memory and its public representation, one question which keeps coming to the surface is who do these belong to? Not only in the moral and ideological sense but also in the materialistic sense. How would the narratives around memory be challenged if one were to own a monument? 
‍
‍Atelier Bachwitz / takes on this question as a starting point to create a different kind of monument in the form of a brand. A brand which carries the name Atelier Bachwitz and is owned by the entity which actively works on the past, present and future of the Bachwitz legacy. Registered in late 2021, the brand Atelier Bachwitz can now be legally used by the Palais des Beaux Arts Wien. 
‍
The name “Bachwitz” is the surname of the founder and owner of the publishing house of the same name, as well as the person who commissioned the Palais des Beaux Arts building in Vienna. It can also be found on almost all hand coloured fashion illustrations of the various catalogs and magazines which Bachwitz AG published from 1898 and on. Mostly positioned in the bottom corner of publication pages, the signature "Atelier Bachwitz" was the brand which remained almost unchanged during the entire existence of the company and can be also found across various titles published by the Bachwitz AG until the company was dissolved in 1958.
‍
In order to register a brand, one has to ensure that it isn't already registered to another entity. None of the three databases in Central Europe (see TMview.org, Madrid Monitor) provided any result for the search queries "Atelier Bachwitz" or "Bachwitz". A search request to the library and archive of the Austrian Patent Application Office uncovered seven different brands registered directly to Arnold Bachwitz between 1898 and 1928, but none with the name "Atelier Bachwitz". One requirement in the application process was to provide an authorized recipient for the registration - Zustellbevollmächtigter in German. It was decided that I, Antoine Turillon, as the author of the artistic contribution would become the authorized recipient.

Along with the registration, the following three classes of goods and services provided by the brand were selected to represent the full scope of the project: Commemorative Shields, Monuments (Not Out of Metal), and Fashion Design Consulting Services.

Valid for 10 years, the registration of the Atelier Bachwitz brand expires in 2032, which by then will have disappeared from the page you’re currently reading. 

A monument for a decade.‍‍

‍