House of Music China

Vienna's museum concept is being adopted in China

On the photo: © David Bohmann | From left to right: Jiatong Wu, Ping Chen, Peter Hanke, Simon Posch, Kurt Gollowitzer

Following the successful first licensing project in Puebla, Mexico (from 2015 to 2022), the House of Music Vienna, a museum of the Vienna Holding, has now begun a collaboration with China's largest concert promoter, WU Promotion. A House of Music modeled after the Viennese original will open in the Chinese city of Yangon in 2024.

Wu Promotion is known as the largest promoter and organizer of classical music in Asia and is committed to cultural exchange. For over 30 years, Wu Promotion has collaborated very successfully with the world's most prestigious orchestras, opera houses, ballet companies, and theaters. Wu Promotion is involved in a wide range of projects around the globe that build bridges between different cultures.

The licensing agreement between WU Promotion and the House of Music enables the opening of museums modeled on the Vienna House of Music in China and other Asian countries. The pilot project is already underway and nearing completion: The first House of Music will open in the historic city of Yanguan (Haining City), 150 km southwest of Shanghai, in autumn 2024. WU Promotion and a local investor, who will operate the project, are responsible for its implementation on site.

A musical experience on 5,000 square meters

The House of Music, as licensor, is providing all the content for the interactive music experience museum, which will be presented in the first House of Music in China, covering a total area of approximately 5,000 square meters. In collaboration with the Viennese architectural firm Chalabi Architekten & Partner, work is underway to present the special features from the House of Music in a captivating and atmospheric setting. The aim is not only to offer a unique experience with the interactive features and impressive exhibits, but also to capture and convey the atmosphere and diversity of Vienna as a city of music.

“A success story spanning 23 years with over 5 million visitors speaks for itself: The interactive exhibition areas and unique installations at the House of Music offer new, innovative approaches to the subject of music. The combination of high-tech and participatory elements provides an unprecedented musical experience – in a didactically modern presentation,” said Vienna Mayor Michael Ludwig.

“The House of Music is dedicated to exploring music in a wide variety of ways, and above all, to experiencing music. It is also available for live concerts and events of all kinds. This is appreciated not only by the people of Vienna, but also brings many tourists to Vienna's city center,” said Peter Hanke, City Councillor for Finance and Economic Affairs.

Strengthening Vienna's brand as the capital of music

“As the owner, Wien Holding supports the House of Music in its endeavors. Through the House of Music, we want to promote the city of Vienna and the theme of music to the world and thereby significantly and permanently enhance the Vienna brand as the capital of music,” said Wien Holding Managing Director Kurt Gollowitzer.

“The House of Music Vienna is one of the most popular museums in the city, and it is hoped that the future House of Music in China will contribute to promoting musical exchange between Austria and China and mutual understanding between the two peoples,” said Chen Ping, Counselor at the Embassy of the People’s Republic of China.

“The House of Music is a place of vibrant engagement that playfully opens up new avenues to music. Our aim is to foster understanding, openness, and enthusiasm for music. Awakening curiosity for music and the joy of making music as early as possible is the primary goal of the music education work at the House of Music. Music, as a universal language, helps to build bridges between people. We are therefore particularly pleased to be realizing the House of Music in China in cooperation with Wu Promotion,” said Simon Posch, Managing Director of the House of Music.

The House of Music developed the entire design concept for the project in Yanguan in collaboration with the Viennese architectural firm Chalabi. Based on the design concept of the Vienna House, classical elements were combined with state-of-the-art installations.