FAD looks at Art in Ad Agencies, a series of behind the scenes interviews looking at the recent inspirations in ad land.
Starting with CHI & Partners, Alicja McCarthy speaks to Emma Modler & Dan Beckett (Art Buyer and Head of art at CHI & Partners)
Q1. What was the idea behind the CHI/CIA Chalk event?
The chalkboard in the CHI Bar was really not being put to any use so we approached CIA to see if any of their artists would be interested in coming in to have a bit of a doodle to see what they come up with. However, the Central Illustration Agency went a few steps further and put a proposal together. This was for 5 of their artists to come in for a bit of ‘chalk off’. Each artist was given one of Fitzrovia’s famous residents to study. They had 15 mins on their own board, after which they moved to their neighbours board and then after another 15 mins, they had a free for all. The result was an amazing looking artwork which definitely adds some interest and colour to the bar.
Q2. Do you think that having original art at the agency helps distinguish you from other agencies?
Other agencies do have art IN their building, but what we love about CIA/CHI Chalk is that it has has become part OF the building. When we designed our bar we realised we would have to have a wall where we hadn’t really wanted one. We added the blackboard thinking it would make the wall less stark, and we could figure out how to use it later. The artwork has finally made that wall complete somehow.
Q3. Does it reflect the creativity at the agency, or is it more for aesthetics, who benefits?
I think it’s a combination. Doing interesting things like the Chalk Event definitely gets talked about and although these things look great I like to think the creatives gather inspiration from it. If artists work is shown around the agency, creatives often remember them should an appropriate project come up so as much as it benefits an agency to have amazing artworks up, it also benefits the artist.
Powerpoint is a necessary evil, but it shouldn’t be the only way we tell people about the agency. As an agency we’re selling the notion that creativity will make our clients’ brands and messages more interesting, and I think sometimes we’re guilty of forgetting that ourselves.
Q5. If you could have one piece of any art at Chi & Partners, what would it be?
Emma – One of Chris Levine’s light instillations
Dan – I’d quite like Anish Kapoor’s C Curve, but I don’t think it’d fit in the lift.
Q6. What’s next?
We have a great window at CHI and CIA’s Simon Spilsbury is going to be doing a Christmas themed illustration on it.
End.
VIDEO:See the huge wall panel through the windows of the CHI offices, it’s an excellent mix of 5 totally different styles spontaneously worked together into one very distinctive wall piece, to see more.
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