Events

During this year’s Berlin Art Week, .ART Registry unveils TIME TO ART, a dynamic public art project created by multidisciplinary artist Medina Kasimova. From September 9–14, 2025, Berlin’s streets, stations, and landmark sites will be transformed into a living digital gallery. For six days, the city’s digital billboards — screens typically reserved for commercial advertising — will instead become canvases for art, immersing the public in a luminous series of digital artworks.

For the duration of the campaign, 567 digital billboards will illuminate Berlin — from shopping windows and roadways to subway and train stations — presenting Medina Kasimova’s dreamlike cycle of works: Spring, Winter, Flowers, and Depth. Originating from her oil paintings, these pieces reflect the organic rhythms of nature while migrating fluidly from canvas to screen, dissolving the boundaries between the physical and digital realms. Developed in close collaboration with Medina’s studio, each generative art piece is trained on her original oil paintings and guided by artist-written prompts.

The TIME TO ART project will engage millions of Berliners during one of the city’s most important cultural moments, Berlin Art Week, transforming urban space into a platform for art.

The project is realised in partnership with Artcrush Gallery. Founded in 2022, Artcrush Gallery pioneered the integration of digital art into urban landscapes, starting from Brussels and expanding globally. By collaborating with forward-thinking media partners, Artcrush has redefined public space, transforming high-tech billboards into vibrant cultural platforms.