ROSAmarquee

A Journey to Joy: Rosa Kammermeier’s ‘Walk of Happiness’

This article first appeared on Adobe’s German-language blog, where you can read it in the original German. 

With her “Walk of Happiness” campaign, Adobe Creative Resident Rosa Kammermeier is turning frowns upside-down and showing grumpy urbanites the way to happiness. We visited Rosa at the opening of her unique outdoor exhibit in Munich, Germany.

For her residency project, 26-year-old graphic designer Rosa Kammermeier has set her sights high. She has a vision of using window displays to make the world’s urban pedestrian zones a happier place. Her first stop was Munich, where she created a visual scavenger hunt called ”Walk of Happiness” and invited people to search the city for the stylish but humorous hand-lettered signs she had placed in shop windows—with the hope that viewers would not only discover new places and perspectives, but also share some smiles.

The Munich “Walk of Happiness” connected ten shop windows, all within walking distance of the city’s center. An image of the map with the locations, as well as more images of the letterings. is now on Kammermeier’s project website—so if you missed the Munich walk (or the later Las Vegas walk), you can experience it from anywhere in the world.

Social media platforms helped Rosa pave the way for the “Walk of Happiness” in Munich. On her Facebook page, she asked for interested shop owners to allow her to use their windows. Within days, she had enough to populate her walk. 

For her Adobe Creative Residency project, Rosa Kammermeier plans to install hand-lettered signs of happiness in urban pedestrian zones around the world. Her first installation of ten signs—shown on this page—was on the streets of Munich, Germany.

Kammermeier developed the works with an eye toward where they’d appear; for instance, she juxtaposed a saying in a local Bavarian dialect with the window of a high-fashion boutique.

She first sketched her designs on paper, then scanned them and transferred them to Adobe Illustrator CC. There she refined and finalized the drawings, path by path. The motifs finally found their way onto the window surfaces via vinyl stencils.

She provided walkers a map that detailed where her work could be found, but she didn’t reveal which piece was at each spot. She felt that discovery would be part of the fun of the scavenger hunt (some Munich stores with window displays provided prizes).

People could visit the stations in any order and discover their own personal “good mood” routes. And some of them encountered Rosa herself at one of the shops along the way.

THE BIRTH OF AN IDEA

Kammermeier hopes that her project inspires people to take notice of the happy details of city life. She explains, “Walking through any pedestrian zone, stress, bad moods, ranting, and shoving are omnipresent. I want to contribute to more positivity and optimism with my letterings.”

Her desire to inspire people with lettering art was born when she was studying visual communication in Augsburg, Germany. There, she developed a love for calligraphy and other varieties of lettering. "It’s a wonderfully liberating feeling to create something lasting with self-designed writing,” she says. During her subsequent work in various agencies in Augsburg and Munich, however, she was only partially able to follow this passion.

That’s why she started her own business in 2016, in the office of a design collective in Munich-Giesing. It was there that she tested large versions of new logos on the office’s shop window. The response was so good that the idea of ​​staging window art as an urban mood brightener solidified. The spontaneous idea became a matter of the heart.

A PASSION PROJECT

When Kammermeier learned about the Adobe Creative Residency program via Adobe’s German-language Facebook page in early 2017, she immediately saw an opportunity to bring her passion project to a larger audience. Earning one of six residencies for the 2017–2018 program, she, along with Berlin-based photographer Julia Nimke, was one of the first two German residents.

Adobe's Creative Residency program enables emerging creatives to devote one year to a personal creative project and share its progress with the community. (Learn more about the Adobe Creative Residency—which will begin accepting applications for the 2018–2019 program in late January.)