Markus Schinwald

Markus Schinwald at Georg Kargl.

Originally, the mascot was a 19th century creation that developed into a comic representation of individual craft guilds, a kind of lucky talisman. Today, it seldom has a good luck charm function; instead, it serves as a marketing form or as entertainment for children. Schinwald’s mascots are neither part of a marketing strategy, nor are they intended for children, rather they are more to be understood as a reflection on pop culture as it appears in front of an art (or highbrow) background.


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