15.01.2019
After having a meeting with AirSpace's curator Glen on the 10th, I was able to really home in on what I wanted to say in my exhibit and get an idea of past window exhibitions to see how mine would compare.
I had seen on the Selfridges website that they were engaging in a creative campaign, State of The Arts, bringing art to unexpected places. From my last visit to Selfridges I was able to delve into their window displays for Christmas and I was excited to now see window displays that directly link to my vision.
Featuring art in their Oxford Street windows is a fantastic way to bring public art to a community, but also brings an exciting new way to experience art. This helps making it more accessible and broadens the audience you will reach, including some who may not normally visit galleries or experience art in a more traditional way. It also changes the way the art is viewed and the relationship with the viewer. Simon Periton explains that "The work will be experienced in glimpses and that's where a public artwork is different to putting a piece in a gallery". When visiting a gallery you expect to spend at least a few hours (potentially a whole day), spending time examining the art and reading the different emotions it gives you, where if you're riding the bus or walking past you really do have seconds. This creates a certain pressure and responsibility for the artist to grab the viewers attention as quick as they can and hold it for as long as they can. This grab and go, fast food style of exhibiting is new and exiting but also challenging.
Collaborating with some of the UK's leading galleries and critically acclaimed artists they have also created a 'corner shop' inside where you can buy a sculpture or painting as if it is a bag of crisps and a can of lemonade. I was shocked to see some of Jeff Koons' small balloon animals on sale amongst sketchbooks and pencils as if it belonged there.
Cass Art have also teamed up in the 'corner shop' where they are selling artist tools and mediums that customers can take home and try themselves, also putting on daily workshops or talks at 14:00 where anyone can join and get creative or involved with important conversations about the world of art. Again, this is opening up the (what sometimes feels closed) community of artists and art lovers showing that all is welcome, from established artists to someone walking by who just wanted to join in.
Although the work in the window was in a very different space to a gallery setting, they still had the same white cube feel with crisp white walls, feeling very clinical. It was great for me to see a similar use of a shop style scene but to also get some ideas on how I would do it differently.

http://selfridges.com/GB/en/features/articles/selfridges-guideto/state-of-the-arts