Music has a taste, a smell, can be seen and felt – together with BRD, a new phase of the George Enescu Festival begins

Miruna Macsim 22/08/2023 | 17:56

Everyone listens to their own music and in their own way. And it often seems that symphonic music is reserved for a group of connoisseurs or devoted music lovers. But the classical repertoire and the world orchestras that fill the concert halls constitute a bridge between generations, between beliefs and tastes.


The partnership between BRD – Groupe Société Générale and the George Enescu Festival brings classical music closer to the public by translating it into other senses. On this occasion, it strengthens the link between the most important musical event in Romania, which has become an international cultural phenomenon in the 30 years since the festival was re-launched, and BRD, a company that distinguishes itself through its constant involvement in culture, with a focus on supporting classical music and contemporary art.

“The Enescu Festival is the best example of what can be achieved when there are values that promote culture and art, placing them at the heart of a society. The benefits of these efforts we are making with our partners will be seen in time, not immediately. Investing in culture is investing in ourselves and our children. I know this to be true and I will continue to advocate for it”, stated Maestro Cristian Măcelaru, Artistic Director of the George Enescu International Festival and Musical Director of the National Orchestra of France.

A contribution to a new generation of music lovers

Between 27th August and 24th September, in addition to the marathon of world-class concerts,BRD invites the public to discover what classical music awakens in everyone – in other words, music will not only resonate in halls and public spaces, but will have a taste, a smell, will be seen and felt.

“We have been supporting the cultural community for decades, and although the partnership with Romania’s most prestigious music festival is a crowning achievement, it is not the only one. We are talking about a natural association. I admit that I may be subjective, being a frequent “customer” of classical concert halls and not only, but for me the partnership with the George Enescu Festival is a very good opportunity to show that classical music can fit into anyone’s life. You don’t have to be a connoisseur to appreciate it, to feel it, to experience it in your own way”, said François Bloch, General Manager of BRD Groupe Société Générale.

The concept under which BRD aims to contribute to the training of new generations of listeners – “Feel the Music” – relies on an “inside-out” approach: to make the audience aware of what classical music awakens in each person with the help of all senses, not only hearing, and depending on the context.

That’s why the experiences BRD has prepared for the festival are not only from the musical sphere, they focus on visibility, multicultural relevance and the promise of offering something unique, attracting a new and even more diverse audience than before: from the programme of open-air concerts that will take place in various public spaces where admittance will be free, to pop-up concerts and various multi-sensory experiences, hosted by Residence9 in an interactive exhibition. All this – including the Scena9 magazine and various installations – will complement (often unexpectedly) some of the concerts in the festival.

Come join a celebration of music!

“Here we are, together with BRD, at the start of the 26th edition of the George Enescu International Festival. Months of preparation have paid off and we are ready to welcome the public with an extremely diverse programme, during which we will listen to the most appreciated orchestras of the world in Bucharest and in 16 other cities in the country. We look forward to the public joining us in this celebration of classical music”, underlined Cristina Uruc, Interim Manager of Artexim.

BRD’s commitment to the next three editions of the George Enescu International Festival is not only to continue its patronage activities, but also to contribute to the education of current and future audiences. All the actions occasioned by the partnership can have a positive impact on every new listener, every person who leaves a concert or a multi-sensory experience more enthusiastic than usual, more open to new ideas and more optimistic.

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