Outdoor advertising company Adshel NZ has partnered with the Wellington City Council and the Urban Art Foundation in an initiative to enrich the vibrancy of the capital city.
The Urban Art Series will bring New Zealand art out of the galleries and onto the streets of Wellington with Hidden Treasures, a series of work that has been previously out of the public eye. The first piece, Raymond McIntyre's 1915 Self Portrait, is courtesy of Te Papa.
The art will be showcased across a selection of Adshel NZ’s digital roadside network, including three free-standing digital units located on Wellington’s Lambton Quay.
Urban Art Foundation creator and executive producer, Andrew Hagen praises the unique collaboration.
“How do you give the general public a chance to see priceless New Zealand art that’s been locked away, simply because there isn’t enough space to hang it? By forming a win-win partnership with Adshel NZ and utilising their rapidly expanding digital network, The Urban Art Series initiative allows us to take these rarely seen gems out of storage and onto the streets. This exciting, unique initiative will create a whole new dimension in communication and public-private co-operation.”
Adshel NZ’s general manager, Nick Vile, says his team is proud to be able to showcase a curated collection of art to the residents and visitors of Wellington.
“Our digital roadside network is a perfect vehicle for this type of community project, with the screens presenting the artwork in high definition and scheduling flexibility enabling a variety of works to be displayed.”
The series is now live on selected Adshel Live screens across the Wellington CBD and permanently on the three Lambton Quay sites.