LUNCH CONCERTS: FOOD FOR BODY AND MIND

When did you last spend your time doing something for yourself?

For example, going to the cinema? Or a theatre? Or a concert?

Here’s good news: the Berliner Philarmoniker (http://www.berliner-philharmoniker.de/en/) are taking care of you!

Lunch Concerts (http://www.berliner-philharmoniker.de/en/konzerte/lunchkonzerte/) could be the best way to take some moments away from your daily routine.

You’re in Berlin, it’s lunch time and you have to choose where to go. Fast food, self service, restaurant…what about the foyer of the Philharmonie?

Every Tuesday at 1pm between September 3rd, 2013 and June 17th, 2014 (except 17, 24 and 31 December) you can have lunch while listening to some members of the Berlin Philharmonic and scholars of its Orchestra Academy (and also other musicians, including students at Berlin’s music conservatories) playing chamber music, with a program 30-40 minutes long.

This brilliant initiative has been taking place in Berlin since 2007 and has already been adopted by the National Orchestra of Lille (http://www.onlille.com/) with the formula of the Concerts Flash (http://www.onlille.com/index_concerts-flash.html).

From the stand point of a cultural enterprise it’s easy to see how this idea is a bright marketing strategy of the Berliner Philarmoniker. Thanks to this initiative the society can increase the width of its public both with people who work all day long and with pensioners or young students. Since these concerts take place earlier in the day, they are better suited for those who don’t want to stay awake until late in the night.