We are awaiting guidance from the council's planning department re. permissions & will update all backers when we know more. An imposing red brick wall with 30 recesses along its’ length, borders the Thames Path and marks the boundary of the Heidelberg Europe HQ building. We want to design a 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 allowing them to see the digital artworks when they hold their device in front of the panels. We will include work from contributors including professional local & international artists, colleges, universities & schools. The digital format means we can replace artworks periodically (every 6 months or year) without having to replace or reprint the physical panels.

What we'll deliver:

• A mural to beautify what is currently an ugly stretch of river bank
• A bespoke Augmented Reality app to view the digital artworks
• A unique, augmented reality art trail
• A vibrant, contemporary visitor attraction
• For more details about how this will work, visit http://www.simoninc.co.uk/blog/2018/12/10/river-brent-mural-art-trail/

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:

• Phase 1: Design, develop and build the Augmented Reality app
• Phase 1: Design the physical mural and create print-ready artwork
• Phase 1: Clean and prepare the wall ready for installation. Print and install the 33 panels.
• Phase 2: Create and design a name and visual identity for the mural and art trail
• Phase 2: Design, develop and build a project website
• Phase 2: Set up social media pages
• Phase 3: Contract/hire digital art curator to work on the inaugural exhibition
• Phase 3: Invite artists to contribute through a direct invitation and an open call
• Phase 3: Invite colleges and schools to submit entries for consideration
• Phase 3: Upload selected artworks to the AR system
• Phase 3: Launch promotional campaign through social media and traditional media