Empowering people to improve their green spaces, enhance their environment, and boost wellbeing.
The wall borders the Thames Path and marks the boundary of the Heidelberg Europe HQ building. It is an imposing red brick wall with 30 recesses along its’ length. For the physical element of this project, we will design the mural as a single image split across 30 sections. Each section will be produced offsite as a weatherproof panel which will then be fixed into the recesses post-production. We will invite artists working in the digital realm to exhibit artworks within the augmented reality gallery. Visitors will download an app to their devices which will allow them to see the digital artworks when they hold their device in from of the printed panels. We will include work from a variety of contributors, including professional local and international artists, colleges, universities and schools. The digital format means that we can replace the artworks periodically (every 6 months or every year) without having to replace or reprint the physical panels.
What we'll deliver:
Why it's a great idea:
We believe that this unique interactive installation could become a major visitor attraction for Brentford for a wide range of visitors. We will provide an opportunity for students and community based artists to exhibit alongside established artists and benefit from the exposure and PR opportunities. Art students, practising artists and art lovers will also be drawn to visit the gallery - and replacing the digital artworks regularly (just like traditional art galleries) will ensure repeat visits. The digital gallery will offer a great opportunity for schools to introduce their students to contemporary art in an interactive and engaging format that is relevant to their lives, and will encourage school visits from across London. More visitors will boost trade for local businesses, particularly bars, pubs, cafés and restaurants. We will also encourage promotions and collaborations with other local artists and galleries.
Steps to get it done:
There is potential to extend the concept across London, making it the world's first city-wide Augmented Reality art gallery. This site is far from unique in having large blank walls near a well used path. All across London hundreds of thousands of people walk past industrial, commercial and public buildings every day, which could be enhanced by physical & digital art. There is a fantastic opportunity for London to establish itself as a world leader in public ARt, enhancing its cultural reputation, attracting visitors in a bold new way, and improving its appearance at the same time. Rather than individual apps per attraction, our AR app could be expanded to become a centralised ARt-London app, bringing together AR-enhanced public art projects across the Capital. Promoted everywhere from Heathrow to Underground stations, endorsed by the Mayor of London, London could become the world’s biggest art gallery and a cultural tech leader at the same time.
About the space
The wall is the boundary of the Heidelberg European headquarters building with its smart main entrance on the Brentford High Street. Where the building turns its’ back to the river, the visual impact is quite different, however, with imposing red brick wall and security fencing creating a barrier along the Thames path and the River Brent
London Borough of Hounslow
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