‘Reframed’, a new digital art exhibition series, launches this month.
With Reframed, commuters are introduced to up and coming artists. Selecting a new emerging artist to be displayed annually, the exhibition gives the opportunity for the artists to have their work viewed by commuters using the Sydney Trains network.
Reframed is an artistic viewing, made possible by outdoor media company Smartbox. Relatively new to the Australian scene, Smartbox is an automated and interactive data-led retail and advertising network reframing the way advertisers speak to consumers.
For Smartbox the aim of Reframed is to show the “beauty and effectiveness of restroom media” by occupying the digital displays with something unexpected: art.
Smartbox Director Navdeep Tuteja says, “Smartbox provides a platform for emerging artists to reach millions of new audiences with their work.”
“This exhibition also provides a unique opportunity for us to reframe the perception of advertising in public restrooms throughout the Sydney Trains network,” says Tuteja.
Reframed launches with approximately 200 screens being switched on in the restrooms of the following Sydney train stations: Blacktown, Bondi, Burwood, Central, Chatswood, Edgecliff, Epping, Gordon, Hornsby, Hurtsville, Kogarah, Liverpool, Martin Place, Miranda, North, Parramatta, Penrith, Redfern, St Leonards and Strathfield.
Image credits: Evelina Fietisova