Five prestigious American museums have teamed up to produce the project, Art Everywhere U.S.
The project has been called the 'biggest art exhibition in history' and involves 58 great American works of art being placed across 50,000 locations throughout the States for the month of August.
![Out of home media - Art everywhere U.S]( "Out of home media - Art everywhere U.S")
The chosen art works will be produced between the years 1778 and 2008, and it means the people of America will have the chance to see a Rothko on a bus shelter, or a Warhol on the wall of a subway station.
The projects aim is to transform public space into a massive outdoor gallery to get people interested in museums.
The project will also prompt a fresh discussion about the role of art in our daily lives, and obviously promote the institutions involved, the Dallas Museum of Art, the Art Institute of Chicago, the Los Angeles County Museum of Art, the National Gallery of Art in Washington, D.C., and the Whitney Museum of American Art in New York.
Along with the Outdoor Advertising Association of America, a trade group for out-of-home advertisers and an Art Everywhere U.S. collaborator, the hope is that the campaign will get more people looking at, and acknowledging their surroundings, rather than being absorbed in, and looking down at their mobiles.
The idea of using what is traditionally advertising space for the works of art, has been the subject of much debate. As the lines of distinction become even more blurred between art and advertising, it seems that Art Everywhere aims to capitalise with this huge and national art exhibition.
Senior editor at New York-based publication Hyperallergic, Jillian Steinhauer said:
"Advertising can only be subtle up until a point because there’s a need to get a message across, whereas art—good art—may have a point, but it will also hopefully complicate that point, question it, raise it tentatively or in a way that seems weird or takes you forever to get… increasingly, I think advertising wants to be like art, but it can never open up that space for questioning and confusion the way that good art does because then it would be bad advertising.
Find out more information on out of home advertising.
The project has been called the 'biggest art exhibition in history' and involves 58 great American works of art being placed across 50,000 locations throughout the States for the month of August.
The chosen art works will be produced between the years 1778 and 2008, and it means the people of America will have the chance to see a Rothko on a bus shelter, or a Warhol on the wall of a subway station.The projects aim is to transform public space into a massive outdoor gallery to get people interested in museums.
The project will also prompt a fresh discussion about the role of art in our daily lives, and obviously promote the institutions involved, the Dallas Museum of Art, the Art Institute of Chicago, the Los Angeles County Museum of Art, the National Gallery of Art in Washington, D.C., and the Whitney Museum of American Art in New York.
Along with the Outdoor Advertising Association of America, a trade group for out-of-home advertisers and an Art Everywhere U.S. collaborator, the hope is that the campaign will get more people looking at, and acknowledging their surroundings, rather than being absorbed in, and looking down at their mobiles.
The idea of using what is traditionally advertising space for the works of art, has been the subject of much debate. As the lines of distinction become even more blurred between art and advertising, it seems that Art Everywhere aims to capitalise with this huge and national art exhibition.
Senior editor at New York-based publication Hyperallergic, Jillian Steinhauer said:
"Advertising can only be subtle up until a point because there’s a need to get a message across, whereas art—good art—may have a point, but it will also hopefully complicate that point, question it, raise it tentatively or in a way that seems weird or takes you forever to get… increasingly, I think advertising wants to be like art, but it can never open up that space for questioning and confusion the way that good art does because then it would be bad advertising.
Find out more information on out of home advertising.