Watching Art Year: 2013 Deliverables: Exhibition, 17 × 11 inch folded booklet Client: Maxwell Boutique
Impasse: A boutique owner in Canoga Park, CA makes an adjunct space available to artists and designers in hopes of drawing the local community to his shop. Not knowing where to begin, the owner asked us to participate and collaborate in getting the initiative started.
1646 Process: Considering the entertainment industry’s heavy presence in the area, we used the familiar content of Film and Television to engage visitors. “Watching Art” was an exhibition that considers the identity of original artworks that were created specifically for use in Film and Television.
The exhibition presented the idea of how these artworks were to and continue to transcend the context they were originally given by their creators. The space displaying the exhibition featured posters, paintings, video, and charts with original text.
A takeaway broadsheet that included original text explaining the exhibition and examples of the curated works was also created for the exhibition.
Results: Success of the exhibition’s initial opening resulted in “Watching Art” being extended a month past its intended closing as well as having three evening events revolving around the exhibition. The events congregated the local community and others from neighboring areas and renewed interest in the area and motivated other local vendors to participate in a burgeoning artistic atmosphere.