Case studies

White Label - Andy Warhol Croydon Walking Exhibtion

Posted by Sarah Davis on Feb 25, 2019 2:44:21 PM

Working with creative marketing and events agency White Label, we were tasked with creating a unique street exhibition.

As part of a ground-breaking programme of free events throughout September 2017, Croydon’s award-winning RISEgallery was delivering ‘Warhol Croydon’, a tribute to the life and work of Andy Warhol, one of the biggest names in 20th century art.

Marking the 30th anniversary to his passing, ‘Warhol Croydon’ would be the only UK event attracting thousands of additional visitors into the town serving to highlight the many exciting developments in the area.

Curated by RISEgallery and the artist Dotmasters, featuring tributes to Warhol by some of today’s leading artists, the artworks would be displayed on prominent town centre buildings and lit up at night. The gallery also offered free guided tours of the cutting-edge exhibition twice daily throughout the month. The walking exhibition was supported by a mobile app that users could download to give them a mapped route of the artworks around Croydon. The app featured an audio description that visitors could listen to when viewing artwork to tell them more about the work.

There were 12 artworks to be displayed in different locations around the town; 6 to be exterior wall-mounted, 1 to be hung internally in a glass atrium and 5 to be displayed on self-supporting frames in open locations.

Our survey team set to work visiting each location and undertaking a detailed site survey which was then later presented to the client with a proposal on display method and structure for each location. A comprehensive risk assessment for each location was also included in the report.

The campaign project management team liaised with the building owners of each site to organise access, supply the relevant risk assessments and arrange access requirements. We also worked with the building owners to provide assurance that the site would be made good once the installations were decommissioned.

The freestanding structures posed a challenge as there was concern that at the planned size of 7metres high by 4metres wide, the graphic would create a wind sail in bad weather conditions. We recommended to the client that each construction to hold the graphic was formed from a solid structure and counter balanced using concrete bases to alleviate risk.

Graphics were produced on a 500g exterior PVC using our HP 5300 digital press.

Installation was completed over 2 days prior to the event opening with finishing taking place onsite. Each graphic had a different finishing specification depending on its location and method of installation; some were finished with eyelets and other wall-mounted graphics were wrapped to their frames with fixings sprayed onsite to match the colours within the artwork.

The exhibition was a huge success for the gallery, attracting lots of visitors from all over to take part and experience the walking exhibition. Many visitors documented their experience on social media platforms, expressing their enjoyment and recommending it to others. The artworks were so popular, that RISEgallery requested all graphics to be supplied directly to them once each display had been dismantled, these would later be auctioned off to raise money for charity.

“The month was a resounding success with thousands of visitors coming into the town that would have otherwise chosen to spend leisure time in neighbouring areas. Feedback from attendees at all talks, workshops and screenings (over 60 in total) was exceptionally positive.” – White Label

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Topics: Experience, Out of home

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