Berlin Art Week 2025 isn’t just happening inside galleries — this year, the city itself becomes the exhibition. From September 9–14, more than 567 digital billboards across Berlin’s streets, stations, and landmarks are lit with art instead of ads.

The project, titled TIME TO ART, is a collaboration between multidisciplinary artist Medina Kasimova (www.medina.art), .ART Registry, and Artcrush Gallery, supported by STROËER and BLOWUP MEDIA.

When Screens Become Canvases

Instead of pushing products, Berlin’s screens now radiate with Kasimova’s dreamlike series — Spring, Winter, Flowers,and Depth. Each piece originates from her oil paintings and has been reimagined with generative technology, trained on her canvases and guided by prompts she wrote herself.

Large digital billboard on a green wall in Berlin showing Medina Kasimova’s TIME TO ART artwork with flowing blue and red forms, part of a citywide public art campaign by .ART and Artcrush.

One of 567 digital billboards across Berlin illuminated by Medina Kasimova’s TIME TO ART series during Berlin Art Week.

This cycle of works captures the organic rhythms of nature while moving fluidly between brushstroke and pixel, canvas and code. For six days, commuters and pedestrians experience art not as a destination, but as part of their daily rhythm.

“We’re thrilled to give Medina Kasimova and .ART citywide visibility in Berlin. Our mission has always been to make art accessible to everyone — and this collaboration is a perfect example of that vision in action,” says Mathieu France, CEO of Artcrush, the gallery pioneering the integration of digital art into urban landscapes.

A Global Artist in a Global City

Kasimova’s practice spans painting, sculpture, stained glass, mosaics, and digital media — always exploring resilience, transformation, and interconnectedness. In recent years, her works have appeared everywhere from Times Square and COP29 in Baku to Art Basel Miami and Art Basel Hong Kong.

Multiple digital screens inside a Berlin subway station display Medina Kasimova’s TIME TO ART artwork with vivid green leaves, replacing ads with art during Berlin Art Week.

Commuters encounter Medina Kasimova’s TIME TO ART cycle in Berlin’s train stations, where advertising screens are transformed into public galleries.

Her digital and physical practice meet in projects like her 2025 metaverse solo show From Canvas to Code (powered by IMX3.art), which extended her oil paintings into interactive virtual environments. As the official artist for .ART Registry, Kasimova also represents its Healing Power of Art Initiative, which emphasizes art’s role in emotional and psychological restoration.

Redefining Public Space

Founded in 2022, Artcrush Gallery has been reimagining cityscapes from Brussels to Berlin by replacing billboards with art. For TIME TO ART, this approach reaches new scale: Berlin’s urban landscape itself becomes a living, glowing gallery — one where millions of people encounter art in unexpected places.

For .ART Registry, the campaign underscores its mission to be the digital home for artists and institutions while expanding the ways art can live and breathe in both digital and physical spaces.