In Another Place was a collaboration with ten East Midlands visual arts venues* that brought new art to new audiences in places where normally they would see advertising, between May and July 2018.
We invited each organisation to select an image, representing an aspect of their programme during that period, that would feature on an advertising billboard in the region. These images were presented simultaneously for six weeks and animated by a wrap-around programme of audience engagement activity. A launch of the project at Attenborough Arts Centre, featuring an in-conversation with their participating artist Amartey Golding, a PR campaign, and promotional material brought the project to a wide audience, in and beyond the region.
The project enabled us to instigate a previously untried method of collaborative delivery, create opportunities for artist and staff development and present a unified voice to audiences. It allowed us to transformed ten everyday advertisement hoardings into a vibrant exhibition across the region, enlivening those locations and presenting something eye catching, curious and unusual for people where normally they would see advertising. Crucially, we achieved an unexpectedly high level of press coverage, bringing the project to the attention of hundreds of thousands of people in the region, many of whom wouldn’t visit a gallery.
Find out about how the project developed.
A bespoke website – inanotherplace.co.uk – captures information on each of the venues, artists and billboard images and the full public programme.
*Attenborough Arts Centre, Backlit, Gunby Hall & Gardens, Leicester Print Workshop, New Art Exchange, NN Contemporary Art, Primary, QUAD, The Collection & Usher Gallery, UK Young Artists.