The Gallery is a new type of cultural institution generated by arts events specialists Artichoke, challenging peoples’ perception of art. It’s a gallery without walls, an initiative that works in partnership with the Out-of-Home advertising industry to enable thought-provoking art to be truly accessible across the UK.
The Gallery exists to generate meaningful debate through art about the important questions of our time, bringing thought-provoking art to everyone, twice a year, every year. Seen on billboards and digital screens across all four nations, The Gallery examines urgent topical themes to encourage a national conversation.
Rather than echo the more usual gallery identities that tend to focus on the art itself, we instead wanted to highlight the aspect of dialogue generated by the art. The combination of two different style quotation marks illustrate the differing opinions stimulated by each image.
The quotation marks themselves appear in a frame as does the art. It was vital that the public understood that this was not advertising so careful attention was paid to the holding device within the billboards. A simple framing device was key to that idea.
The website was created for use on mobile first as most of the audience would usually be in transit to sites whilst viewing the artwork. Designated urban tours were included to help viewers find all the art from each series within the four capitals of the UK.
Judging by the public response below, the art has certainly started a conversation...
