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Reading: Design Studio HOLT Turns Sydney Into A Gallery Of ‘Concrete Art’
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B&T > Marketing > Design Studio HOLT Turns Sydney Into A Gallery Of ‘Concrete Art’
Marketing

Design Studio HOLT Turns Sydney Into A Gallery Of ‘Concrete Art’

Claire Robinson
Published on: 5th December 2014 at 8:17 AM
Claire Robinson
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The City of Sydney local government authority has developed a ‘Hoardings Policy’ to manage street-facing hoardings used to screen and protect the public from building developments around the city. Council saw an opportunity to re-purpose and reinterpret these hoarding spaces as public artworks, enhancing the public domain and making a meaningful contribution to ‘Creative City’ Sydney.

Brand and design studio HOLT was commissioned to contribute a series of pieces, which would use these hoardings as a blank canvas.

HOLT’s response was to draw upon the ‘Concrete Art’ abstractionist movement, which was first introduced by Theo van Doesburg in his ‘Manifesto of Concrete Art’ in 1930: “Abstractionism must be free of any symbolical association with reality…lines and colours are concrete by themselves”.

HOLT created a series of eight compositions incorporating geometric elements and simple flat colour to engage with the public and contrast the immediate environment.

 

 

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By Claire Robinson
Claire has worked across PR, communications, marketing, media and design for almost 20 years and offers the following specialities: * PR and communications, specialising in: consumer and lifestyle brand/product PR; corporate communication; trade publicity for the advertising, media, design, marketing and creative services industries; internal stakeholder communications * Client services and business marketing for the advertising, media, marketing and design industries * Branding and design consultancy

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