Republik Poses Artful Brainteasers

ATLANTA The Republik has developed a print campaign to promote the October opening of the new $23 million Nasher Museum of Art at Duke University.

The work from the independent Durham, N.C., shop is scheduled to launch in August. The ads will run in national art magazines including Art News, The Art Newspaper, Art in America and Art Now Gallery Guide. The campaign includes buys in local newspapers and regional magazines. Collateral work includes posters, banners and cinema advertising.

The ads present puzzles, such as finding the beginning of a circle, as mental exercises to prepare visitors for the museum. “Before visiting the Nasher Museum of Art, perform the mind stretch above,” the copy reads. “Doing so should adequately condition your brain for the sensory overload generated by exposure to our provocative new exhibits.”

The Nasher Museum replaces the Duke University Museum of Art, which closed in May 2004. The new museum opens Oct. 2 with collections from its namesake, Raymond Nasher.

Campaign spending details were not available.