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Premiering at Art Basel, Laufen launches I AM A CINEMA, its new cultural commitment dedicated to art films.

I AM A CINEMA is also the name of the pop-up cinema that LAUFEN developed in order to bring the art films easily to various places and to create a special viewing experience. Swiss architects Fuhrimann Hächler, who for the past three years have also staged LAUFEN’s trade fair and exhibition booth, designed a temporary structure of plywood boards for quick assembly and dismantling. With its elevated front façade bearing the inscription I AM A CINEMA and its light garland, the film box humorously overstates its size and importance, referencing the now iconic notion of “decorated shed” coined in late 1970s architectural theory.