The astounding panorama of contemporary dance, performance and performing arts initiatives, the diversity of the artist projects, the growing tendency towards internationalization and cross-disciplinary practices as well as the stress on research and artistic collaboration and, not least, the ephemerality of dance, performance and performing arts initiatives, make special demands and pose specific challenges to audience engagement. What, on the one hand, is highly attractive and enhances strong bonds and affiliations within the dense international performing arts scene, often leaves the broad public outside, estranged and confused.

The aim of A-D-A is to fullfill the mediating link between the artistic creativity and the general public in taking concrete, active efforts and exploring experimental and innovative ways to enhance the encounter between these two parties.

A-D-A stands for a specific methodology. Different from a didactical approach, we're not about "explaining art" and restricting the role of the audience to the receiving end of a monologue. Instead, we focus on encouraging discussion, participation and interaction. A-D-A wants to enable audiences to truly become part of the "performing arts community" in creating an environment in which everyone feels comfortable and supported to engage in a personal discussion or dialogue with attended performing arts projects or the performing arts in general.