The Galeries’ artistic enticement

image002Ero Sennin and Brad Eastman have both created mural designs on the lower ground floor of The Galeries in Sydney’s CBD, after winning the shopping centre’s annual Mural Art Competition.

According to The Galeries management team, the works aim to build a moving and liveable creative space for their shoppers to enjoy.

Both bespoke artworks will be on display for 12 months and visible to 1.8 million shoppers who frequent the precinct each month.

Sennin’s artwork was inspired by his past murals throughout Australia, Mexico and Japan. The artwork explores the “artificial and the natural world in a modern urban environment.” Eastman created an ‘exercise in colour, balance, growth, movement, geometry, depth and connectivity’ for his 23 metre mural.

Speaking to Inside Retail, The Galeries team said the decision to have an annual art platform was inspired by offering customers something new.

“Supporting emerging artists has been an important part of The Galeries strategy and partnering with incredible artists as part of the mural competition allowed them to use the centre as their canvas,” said a spokesperson.

“An ongoing program of art and event activations supports this idea that every visit to The Galeries is different and surprising. Our mural competition provides a unique shopping experience, creating a sense of discovery as customers travel throughout the centre.”

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The Galeries said based on feedback from retailers, the platform has been well received. “[Retailers] have been supportive of the idea and feel working with a variety of artists complements their brand positioning.

“Retailers have been excited to see The Galeries public spaces and blank canvases transform the centre into inspirational art for our target market.”

With retailers increasingly using creative initiatives to garner consumer interest and make retail locations ‘destinations,’ the artistic venture is a point of difference for the CBD mall.

“The Galeries has always maintained an open mind in challenging the traditional notion of a shopping centre.

“This drive to provide an alternative experience for shoppers has allowed us to curate a truly unique mix of fashion, lifestyle and food brands.

“Initiatives such as the mural competition provide customers with an added purpose for shopping at the Galeries, encouraging customers to visit and explore the centre, to create a true sense of destination.”

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