Melbourne Central press release
Australia's largest exhibition of video art outside of an institution has opened today with the launch of Melbourne Central Art Loop, continuing to cement the centre as an innovator in the Australian retail sector.
Featuring more than 30 internationally renowned and emerging Australian artists, Melbourne Central Art Loop’s first show is a zealously curated exhibition of colourful and interactive video art running simultaneously on fifteen state-of-the-art LCD screens and five projector portals located throughout the precinct’s Lower Ground level.
Leigh Dunn, General Manager of Melbourne Central, says the immersive installation has changed the experience on Lower Ground and in addition to the retail offering provides further incentive for consumers to visit the precinct.
“Melbourne Central isn’t your typical CBD shopping precinct and the addition of Art Loop reinforces the centre as an unconventional and exciting retail experience.
“Many visitors are drawn to Melbourne Central not only for our abundance of fashion, food and entertainment, but also to experience the precinct’s iconic architecture, unique art projects and cultural heritage,” said Dunn.
Curated by established gallerist Andy Dinan of MARS Gallery, Art Loop will be a surprise for commuters and the 51 million people who visit and pass through Melbourne Central every year.
“It’s rare in Australia for video art to come to life on such a large scale and we’re extremely proud to be partnering with Melbourne Central to pioneer this experimental and global art form in our city,” said Dinan. “We’ve curated a wide and diverse range of cutting-edge video works that are designed to intrigue and inspire.
“The creation of a dedicated exhibition space and the level of support Melbourne Central is putting behind this art form is nothing short of outstanding.”
The exhibition forms part of a $5 million transformation designed by Melbourne-based architects Kennedy Nolan to create a seamless extension of the city’s laneways, art and culture.
Artists featured in the first Art Loop exhibition include Kieran Boland, Erin Coates, Simon Finn and Diego Ramirez, amongst many others, with one participating Art Loop artist selected to win a trip to LOOP Barcelona 2017 – the biggest international festival for video art.
“We are aiming to not only collaborate with and support the Australian art community but also give our artists the opportunity to be showcased on a global level to ensure ongoing cultural exchange,” said Dunn.
Melbourne Central Art Loop is free to all visitors with artworks and artist rotating on a regular basis. View the preview video here or for more information visit www.melbournecentral.com.au/artloop