Encountering new impressions from artworks often leads viewers to varying degrees of confusion and incomprehension. The campaign celebrates precisely this feeling of experiencing art without immediate understanding.

Under the slogan "Finally, not understanding again," the Kunstverein Hamburg places people and their reactions to contemporary art at the forefront. Small cameras, concealed within artworks by artist Lily Reynaud Dewar, captured visitors during openings, documenting their authentic responses. This resulted in candid portraits of non-understanding, photographed by Dirk Weyer.