5 January 2004
The historic grain silo building at the V&A Waterfront in Cape Town has been given a facelift thanks to the award winning 'For the City' art campaign.
In the Mother City's largest outdoor art display to date, three prints, each the size of a tennis court and weighing 280 kilograms, have been attached to the 109-year-old structure.
The campaign, initiated by cellphone operator Cell C, is designed to encourage community participation and stimulate awareness of South African art and artists.
As a defining landmark, the silos, which were built in 1924, will showcase local artist's interpretations of city life in a celebration of cultural diversity.
Last year, Cell C commissioned 35 artists to produce art for the buildings in downtown Johannesburg. Artists were told to include a C shape in their works and to include the words "for the city". Cell C won an international award – the Global Idea Award - for the innovative advertising campaign.
The commissioned artists for the Cape Town display, photographer Dale Yudeman and artist Arlene Amaler-Raviv, were challenged to create images representing themselves, their community and their environment in a positive way to celebrate the city's spirit.
Their multifaceted images capture the essence of urban living, revealing the exceptional in the ordinary with provocative results.
Digitally photographed, scanned and enlarged, the artworks took a total of 42 hours to print, while 36 litres of ink were used. In addition, 464 metres of metal were welded to keep each wrap securely in place.
"These projects are all about making art accessible," said Murray McWilliams of Tractor Outdoor, an outdoor media company involved in setting up the display.
"After the huge success of the Johannesburg arts campaign Cape Town, as the cultural centre of South Africa, just couldn't miss out," said McWilliams.
He added that "not only are we bringing art to the people, artists now have a voice to shout their talent from the Waterfront to Table Mountain."
SouthAfrica.info reporter
