UMobile, BMW Group Malaysia and Nippon Paint partnered with Freeform for this year’s edition of Urbanscapes2019.
The city-wide festival, now in its third year, is the longest-running city-wide creative arts festival in Malaysia. Each brand partner will work with Freeform to curate and produce content for the festival that aims to reconnect the citizens of the city with the vibrant arts & culture scene and to engage with the community at a deeper level.
Freeform expects a crowd of 50,000 attendees to this year’s edition beginning 16th to 24th November 2019.
With its current iteration as a city-wide festival in Kuala Lumpur, Urbanscapes will transform unique spaces in the heart of Kuala Lumpur including Medan Pasar, River of Life, REXKL, The Godown KL, Sentul Depot, Kwai Chai Hong and backlanes of Lorong Bandar 13 and Lorong Panggung into a showcase of music, visual, and performance art activitiesover nine days.
“We are very honoured to welcome our partners UMobile, BMW Group Malaysia and Nippon Paint on board thisyear’s Urbanscapes and working together to curate a showcase that is designed to be immersive,” shares Adrian Yap,founder of Freeform and curator of Urbanscapes 2019.
“When today’s society becomes increasingly digital, there is a yearning to connect viscerally. Our sponsors recognize this and we are working with them to engage consumers that have a real impact on their business.”
UMobilewill return as the presenting sponsor of Urbanscapes and the presenter of the Unlimited Grooves Festival, a music festival within Urbanscapes that ignites the city’s historic venues with local and international artists alike including Boy Pablo, Colde, Lost Spaces, Sunset Rollercoaster, The Drumsand Glass Animals.
Tiffany Chew, Head of Corporate Branding & Communications from UMobilesaid,“U Mobile is delighted to present Urbanscapes, the longest running arts and culture festival in Malaysia, for the 3rdyear in a row.
We are always looking for ways to bring our customers closer to their passion in music and Urbanscapes is an excellent initiative for us to be involved in under our Unlimited Grooves pillar. We are looking forward to seeing once again on the talents from Malaysia and around the world to unleash their unlimited creative potential.
BMW Group Malaysia will present this year’s edition of the BMW Shorties at Urbanscapes, adding Malaysia’s most prestigious and longest-running short film competition to the Urbanscapes 2019 lineup.
The partnership will also feature Tayangan BMW Shorties, a week-long screening of genre films from Southeast Asia at the rejuvenated REXKL theatre, an iconic location reintroduced for today’s generation.
The mini-film festival will culminate with the BMW Shorties Awards Night on 23rd November, where the Grand Prize Winner of BMW Shorties 2019 will be announced. The BMW Shorties has been discovering and supporting Malaysian film talents and digital content creators since 2006.
Additionally, Nippon Paintwill collaborate with Freeform to present Colour of Life, supporting up and coming streetartists that are commissioned to paint the city of KualaLumpur with public art and artistic story-telling.
Through Colour of Life, Nippon Paint aims to showcase Nippon Paint’s Trend Beyond Colours 2020/2021 and its four inspiring key themes–Precious Tale, Gentle Whisper, Pop Life and Raw Beauty into the works of art that brings life to spaces.
The result would be a range of colourful installations and public artworks designed not just to be observed, but to be immersed in a physical experience, allowing visitors to be part of the story.
“Having these partners on board is important to us, as we work with them not only to curate experiences but to build something worth something to today’s consumers.
“By combining the shared interest of arts and culture, and reintroducing historic spaces within Kuala Lumpur, we are able to create a unique sense of community that has atransformative power to how festival-goers perceive the local arts scene, the city as a whole, and the brands that made it all possible,” adds Yap.