SapientNitro Europe, London Follow Update

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Institute of Contemporary Arts - "Art Rules " - SapientNitro Europe

  • Art Rules
  • Institute of Contemporary Arts
  • ICA - Institute of Contemporary Arts
  • SapientNitro Europe
  • United Kingdom
  • Art Rules
Product CategoryCulture, Leisure & Sport
More Informationhttp://artrules.ica.org.uk/
Date of First Broadcast/PublicationAugust 21, 2013
Media TypeWeb Site

Story

What is the ICA?
The Institute of Contemporary Arts was founded in London in 1946. The ICA's founders intended to establish a space where artists, writers and scientists could debate ideas outside the traditional confines of the establishment, The Royal Academy of Arts (founded by King George III in 1768!). Put more simply, the ICA was established to question "what is art?".

Since then the ICA has been the launch pad for countless significant British moments and movements in the Arts, from Punk (The Sex pistols first played at the ICA) to BritArt (Damien Hirst, Tracey Emin and the Chapman Brothers all had their first solo shows at the ICA) and numerous groundbreaking art performances, poetry recitals, films, director Q&As and debates along the way.

Why are SapientNitro partnering the ICA?
The Arts play a vital role in the fabric of our society – too important to ignore. They are at the epicenter of creative culture and in the face of the British
Government having decimated Arts funding in the past 5 years, it's hugely important we do all we can in support of them.
Given we sit at the intersection of our own diverse set of artists, writers and scientists collaborating and debating how best to connect brands and consumers each day, and that in doing so, we are equally challenging the established and silo'd industries of both digital/technologycompanies and advertising agencies, what better institution for us to partner with than the ICA?
Moreover, the arts are vital in inspiring people and 'enabling human potential' in the modern world.

What work have we done for the ICA?
SapientNitro London has created a Socially centred StoryScape that spans the virtual and physical to provoke people the world over to discuss what defines art today. We call it Art Rules.
At the heart of the StoryScape, people are invited to respond to the question "what is your definition of art?". Once captured, this response is posted as a 'Rule' for art. In classifying the responses as 'Rules', we provoke points of view, comments and further responses from others.
To create this StoryScape, we:
Created a website that is the ultimate home of the conversation
Captured and then released 60 'Rules' of art from Artists, Curators, Critics and Influencers
Created a series of Instagram Videos to promote #ArtRules
Managed the social program across all social platforms
Created the BookBot – a printer that prints the 'Rules' live
Created an installation at the ICA's current off-site exhibition at The Old Selfridges Hotel London where visitors can see the BookBot printing their 'Rules' via Live Stream and can enter new 'Rules' via iPads
And we have more to come… from PostCards and T-Shirts to a Book and further remote installations.

Worth mentioning is the dynamic and interactive aspect of the website, along with the visual design language we created for the ICA Art Rules project.

Concept

The new platform –artrules.ica.org.uk – will offer everyone the opportunity to engage with and debate the subject of contemporary art directly with key figures from the worlds of art, film, architecture, performance and other art forms. It also brings together the contemporary art community with audiences from all walks of life to debate the question “what is art?” and share their definitions of contemporary art “rules”.

Every rule is open for discussion as users can respond with a comment, share socially or simply “agree” or “disagree”. The conversation bubbles up, literally, as each rule appears in a bubble on the homepage, pushing others to the sides and thereby creating a visual experience of the conversation. The more people agree with a rule, the larger the bubble will appear on the page, creating a visual hierarchy from which users can instantly identify the most popular discourse. Rules are shareable through Twitter, Facebook and Pinterest, encouraging users to extend the discussion to their own social networks and create a far-reaching lively debate.

Audiences are also encouraged to use the hashtag #whatisart and interact with the ICA on social channels whenever they are provoked by what they see in the world around them. 

 

Problem

SapientNitro London has created a Socially centred StoryScape that spans the virtual and physical to provoke people the world over to discuss what defines art today. Art Rules has been created to raise the visibility of contemporary art and bring it to a wider audience. 

Result

To create this StoryScape, we:
Created a website that is the ultimate home of the conversation
Captured and then released 60 'Rules' of art from Artists, Curators, Critics and Influencers
Created a series of Instagram Videos to promote #ArtRules
Managed the social program across all social platforms
Created the BookBot – a printer that prints the 'Rules' live
Created an installation at the ICA's current off-site exhibition at The Old Selfridges Hotel London where visitors can see the BookBot printing their 'Rules' via Live Stream and can enter new 'Rules' via iPads
And we have more to come… from PostCards and T-Shirts to a Book and further remote installations.

Worth mentioning is the dynamic and interactive aspect of the website, along with the visual design language we created for the ICA Art Rules project