Art in Media: HP & The National Gallery

     In the summer of 2007, The National Gallery in London embarked on an outdoor media campaign to publicize its collection of famous works of art (specifically paintings) in a new and inventive way. The museum partnered with the technology company HP (Hewlett-Packard) in order to craft reproductions of the works of art which they wished to publicize and to then find a unique way to display them. Digital copies of over forty different paintings were framed in traditional, large gilt frames and then hung on the outer-walls of buildings throughout the streets in London. Several audio walking tours were also compiled as a way to seemingly re-create the museum experience in the streets, while adding an educational element (and just a pinch of hide-and-seek since the works were interspersed with functional buildings and places of business). See the following link for a list of the different type of tours.


One interesting aspect of this tactic is the way in which people interacted with the art once it was in an outdoor setting.

Some people were surprised to see museum-quality works on ordinary brick walls

Some people completely ignored the pieces and allowed them to fade into the background as they went about their busy days

And some people believed that the works were literally FOR the people (This work was stolen)

     I have to say that I was just so incredibly moved by this exhibition. The idea is so smart and fulfills the goals of both companies involved. I am almost certain that if I had known of its existence, I would have felt compelled to hop on a plane and tour the streets of London, searching for each of the forty-four digital canvases. As someone who dislikes museums for all the restrictions they put on the way in which people are allowed to interact with fine art, this exhibition seems like the perfect solution. People were able to visit these canvases 24 hours-a-day, any day of the week, during the twelve weeks of the exhibition, without the threat of entrance fees and crowds (at least no more than there already are on the streets of London). People were able to approach each canvas without the fear that a guard would limit their distance or that an alarm would go off if one stepped too close. People could take as many pictures as they wanted without the fear of damaging the works because they were only reproductions and yet each piece was a one-to-one copy, so that the paintings were experienced in true scale. And even better, you could eat, yell, play music or run around with writing utensils near the canvases because they were not in museums and there was no code of conduct or risk of damage to property. What better way to gain more exposure for the National Gallery and each of the artists featured, than to present pieces in a way so that absolutely anyone felt they were worthy enough to view them? Absolute genius! A+

(2007 October 4). HP shows off its copiers with iconic artwork: Media buy also promotes London’s National Gallery. AdAge. http://adage.com/mediaworks/article?article_id=120913