MelbourneDexus

Large scale digital art activation

Location

Melbourne

Client

Dexus

Date

03.11.20

Country

Australia

Artists

Babekuhl James Mcgrath Nic Hamilton Sam Price Victoria Hamstead & Bernadette Murray

Art Pharmacy has just wrapped on a significant digital art project for Dexus’ 80 Collins and 180 Flinders redevelopments. With a guiding curatorial narrative of “Scale in Nature” our selection of video artists focuses on emerging and established local talent and experimentation in the digital video medium, and includes existing, re-worked and new artworks.

Art Pharmacy was first contacted in 2019 by Dexus, a regular collaborator, to curate a program of digital art content to be shown on a “large” screen in their landmark redevelopment of 80 Collins.

The screen turned out to be rather larger than we expected, spanning the huge height of 12m, a double height lobby - and visible from Collins St and a pedestrian lane leading to a new courtyard food and beverage precinct. Through collaboration with the Dexus team and noting the sheer scale of the screen, we came up with a more specific reverse brief that enhanced the experience of the tenants, their videos and passers-by. Our curatorial narrative of “Scale in Nature” also worked to assimilate the video content with the strong branding of the site by giving colour and tone direction.

"80 Collins Street is a transformative experience. Pause, look up, and be awestruck by the immensity of your environment. Find new ways to appreciate the random perfection of nature from different perspectives. Be transported into vast sweeping landscapes, and marvel at the complex microscopic compositions that form the elemental building blocks of life. Rise above the hustle and bustle of the city, and explore a vibrant and unique world of organic forms." Art narrative for 80 Collins Street video art, by Art Pharmacy

Art Pharmacy proposed a range of artists who were experimenting with digital renders, manipulated footage and animation to deliver on the curatorial narrative. Art Pharmacy coordinated the concept development, guided artists with feedback and managed the seamless technical delivery of the final artwork. Final artworks explored the landscape from the macro, to the micro, and truly elevates this beautiful new space to new heights.

Select content from this project was reformatted for another new screen at 180 Flinders Street - another great space elevated with stunning large format video art.

Photography

Hilary Walker

Videography

Andi Edirisinghe (A Guy On The Move roductions)

Technical Support

Dan Walkington (Butter Media)

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