MacroArt has installed a large-scale interchangeable art frieze and banner graphics to turn the streets around Soho’s The Photographers’ Gallery into a permanent new art space.
The latest display, contemporary photographer Gideon Mendel’s ‘Fire / Flood’ project, is one of two exhibitions a year presented by the gallery, utilising MacroArt’s reusable graphic structures.
On winning the project, placemaking and event specialists Field and Lawn appointed MacroArt to meet the challenges in producing and installing the permanent and reusable 45m x 8.5m frame on a building opposite the gallery.
MacroArt’s senior project manager, Andrew Conway, and his team devised the bespoke free-standing structure that covers the building façade, using an aluminium frame with print and lighting technology. Following a survey, brackets and lighting troughs were manufactured, and framework sections were produced by MacroArt to Field & Lawn’s specifications, to secure the graphics, which were printed as a single element on MacroArt’s 5m-wide Durst printer.
In all, over 200m2 of graphics were produced for the display, using PVC-free materials to enhance the overall sustainability of the project. The tailor-made aluminium frame stands proud of the building, providing a seamless and reusable display for the work, whilst providing sufficient room for venting, service electrics and lighting.
In a collaboration between Field and Lawn, MacroArt and third parties including project architects, (Andreas Lechthaler Architecture), lighting suppliers and local government departments, the framework, ancillary lighting and the initial single-piece graphic were installed in just eight days. A four-strong MacroArt team undertook installation of all elements of the project, with the biggest challenge being affixing the single-piece main banner to the frame.
Conway said: “We are so excited to be working with The Photographers’ Gallery once again. Collaborating closely with Field and Lawn throughout the process, we installed large-scale graphics down several alleys and streets, transforming them into an outdoor gallery space. The result has not only been well received by Field and Lawn and the gallery, but the artist is also very impressed with the quality.”
Rebecca Crofton, senior project manager at Field and Lawn, added: “This was a challenging project, requiring in depth attention to the technical detail, combining complex fitting requirements and very large graphics. We were delighted with the quality and professional service provided by Andrew and his team at MacroArt and look forward to continuing to work with them as our exhibitions grow and evolve.
