Changsha IFS Redefines the Value of Blending Art and Commerce

CHANGSHA, CHINA - Media OutReach -
October 18, 2018
Since its grand opening in May 2018, Changsha IFS has been bringing an
innovative blend of art and commerce to both art connoisseurs and hobbyists,
while injecting new impetus in the central China region for further business
development. The vast array of Changsha IFS's art collaborations, from famous
artists such as Kaws, Tom Claassen, Steven Harrington, to displaying the latest
masterpiece of the OCUBO art studio, has fostered stronger and more sustainable
ties between the art and commercial sector.


Such a
cross-sector integration utilizes various commerce and business channels to bring
modern art closer to the daily lives of the public. In addition, it is a
win-win collaboration to the artists who, on one hand, can establish meaningful
and deeper interactions with multiple stakeholders, and on the other, make
themselves and their work known to the public by displaying their creations.  


Another Changsha IFS
exhibition of art, technology, design and audience-interaction 


As the icon of fashion, art
and commerce in the central China region, Changsha IFS has partnered with OCUBO,
an art studio based in Portugal, and Tom Claassen, a world-known sculptor from
Dutch, on a boundary-breaking project which integrates art, science and design exclusive
to Changsha -- the Tom Claassen Rabbit 3D-projection interactive device. Blending
Classen's signature rabbit design elements with the 3D-projected-interaction
technology, the cross-sector artwork brings a spectacular visual performance
both day and night time. As the night falls, it is a device that utilizes light
effects to create unique visual experiences. While in daytime, it is a
spectacular piece of sculpture with profound aesthetic value, a view to admire
in the city.


As its debut showcase in China, OCUBO has applied multi-media technology in the 3D-projection device, engaging its
audiences on a wider and deeper level. In addition to admiring one of
masterpiece, the audiences can now create their very own Tom Claassen Rabbit
sculptures by harnessing light effects and colours projected from the device, and
have a taste of working with cross-sector artists.


Staying true to its founding mission, OCUBO committing to bringing art to the public


of OCUBO - Carole Purnelle and Nuno Maya studied at the same university. They
started OCUBO with the aim to bring art into the public sphere where people can
participate in the process of art creations and hence, be inspired by the
beauty of art. It was with this belief that Purnelle and Maya designed and had
their interactive devices displayed at iconic architectures at Taipei, Macau,
Singapore, Portugal, Finland, and more.


The preparation of showcasing the Tom Claassen Rabbit 3D-projection interactive device in Changsha has taken Carlos,
contracted artist of OCUBO, and his team on a culture journey which they
conducted deep-level research on the culture and humanities of the city before
deciding to proceed to the exhibition. "Changsha is a very prosperous and busy
city", Carlos described, "Here you can see people still dining out at
three o'clock
in the morning. People here are just like the city's light. They barely sleep. Changsha
is the place where I had my first chili and crawfish in life and became a fan. All
these elements are the inspirations of my work and I hope the audience can connect
with them via the 3D device."


Mr Zhan Zhu and Ms. Chen Sisi, curators of the
exhibition, remarked that, "OCUBO wanted to highlight 3D-interaction design for this exhibition. IFS is the landmark of Hunan. It is more than merely a shopping mall
and is gradually reshaping Hunan people's views and lifestyle. We want the
exhibition to introduce a new modern form of art for the city. Yet at the same
time, it needs to be about communicating to the public, emphasizing the unique
connection between art and people." 


art and culture to commercial icons, realizing the unique value of sculpture


According to
the China National Bureau of Statistics, in 2017, the GDP of the top 20 cities
in China exceeded USD 10,000, with Changsha as one of top 20s, along with Wuhan,
Chengdu, Chongqinq, Qingdao, Nanjing and other tier-1 cities. When the GDP of a
city exceeds USD 6000, consumers, post-80s, 90s and 00s in particular, tend to have
a stronger demand on art and culture. It is therefore essential for enterprises
and real estate developers to differentiate themselves by delivering
one-of-a-kind experience which echoes with the culture and humanities of its
clients so as to better attend to the emerging yet booming market need.


Among all types of art, public art is the most relatable to the public
and as business thrives, more public art projects ten to be created. For
instance, the work of Tom Classen, the designer of the Changsha IFS rabbit
sculpture, is showcased around, not in private properties, but public venues around
the world and has garnered wide attention from the news and art sector. Back to
the artist's homeland, almost everyone has stumbled across Classen's family of
elephants along the A6 motorway in Almere. These elephant sculptures not alone
bring colour to the local's lives, but also economic benefits to the art
circuit and the artist himself.


From "KAWS: SEEING/WATCHIN", the Tom Claassen's Rabbit to the 3D-projection interactive device of OCUBO, the exhibition of Changsha IFS has demonstrated uniqueness, depth and audience-artwork interaction, all of which cements the reputation of Changsha IFS as the icon of culture and fashion in the central China region.

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