Tuesday morning Art Pharmacy attended the opening of the new, revamped Birkenhead Point. A multi-million makeover that included players such as creative agency Vandal, Sweaty Betty PR, Michael Kors, Peter's of Kensington and Zanerobe; Art Pharmacy worked to head up the art curation strategy.
Over the year, Art Pharmacy will be showcasing a selection of artists over the year from all over Australia. Each one will create bespoke work themed to our seasons whilst paying homage to what Birkenhead Point does best – premium fashion and lifestyle!
The art will sit in the giant window display and be interpreted digitally on a large screen, offering customers an almost parallel art experience using both traditional and modernised visual platforms.
First up to the plate is Sydney based paper artist, Jo Neville, who this week showcased a stunning bespoke paper floral installation, incorporating blooms and foliage inspired by a palette of muted pastels and dark colours. With her work often at scales exceeding 1,200cm per individual bloom, Jo will certainly open the project with a bang.
The inspiration behind Jo’s dark floral installation is the transition from Winter into Spring. The fashion seasons just as nature ebbs and flows - the once leafless trees burst their glossy buds into flower. Jo’s artwork tells the story of trans-seasonal Sydney in both fashion and florals, a bare branch mounted with tiny paper buds that transform into giant burgeoning petals. The dresses evolve along the wall and the dark romantic tones are highlighted with glimpses of honest and sweet pastels. Made entirely from paper, this artwork is representative of the fervour and ever transient phenomena that is fashion, art and nature.
In addition, the new entry statement on Roseby Street showcases an impressive glass window display and state-of-the-art digital screen technology by Vandal.
As the year progresses, we will announce the four other artists set to work their magic at Birkenhead Point.