Latest trends, innovations, transformations in OOH – market with BigBoard
This is already the third book of the Hesselholdt & Mejlvang creative publications series, based on interviews recorded in September 2018. The artists themselves say that this is an "intimate" book that slightly opens the curtain of the creative process. It reflects their artistic vision and world outlook, and, focusing on sketches and ideas, shows the lively boiling energy of artistic process, which is usually hidden from public.
The key idea of the book is an interest to a person who lives in a complex political reality, and the idea of art as a material language that can influence and change the world. This is what stimulate and inspires the artistic duo. This idea unites all sections of the book and all art projects of artists with the one main meaning.
And one of the projects that clearly portrays this view of art and its main purpose, is the social project "Points of Unity", implemented by Sofie Hesselholdt and Vibeke Majlvang together with BigMedia and Izolyatsia Cultural Initiative Platform in winter 2018 in Kyiv.
It was the “Points of Unity”, which combined the original artistic idea of Danish artists and the possibilities of modern outdoor advertising. It became the first outdoor art-object in Ukraine and reflected the idea that the art transferred to public space becomes not only an artistic work, but also a social statement that can influence, change and inspire, addressing society directly on the streets of cities, from usual billboards and mupies.
Sofie Hesselholdt and Vibeke Majlvang were particularly interested in this combination of outdoor advertising and art, in transformation of streets into a kind of gallery and advertising objects - into the means of social communication.
The "Points of Unity" philosophy were in the unity of diversity and the combination of opposites, which together create true beauty and strength. Hesselholdt & Mejlvang felt it was important to show and convey this idea as the most relevant for modern Ukrainian society. In the original idea of Danish artists, the combination of two colors of the Ukrainian flag, blue and yellow, to the third, the green color - the color of life, hope and future - is extremely symbolic and together with the main message of the project - "Let’s look for points of Unity" - created a deeply philosophical art-object. It motivated to think about the most important things; about the world we want to live in, future we dream about and how much mutual understanding value.
As the project teaser, in Kyiv, the original watercolor paintings of Danish artists - a combination of yellow and blue together - were placed on the advertising constructions of BigMedia. The next stage - the disclosure of the essence and main messages of the project, took place in early February 2018 - in Kyiv appeared canvas with the text, as well as an official party-presentation with the participation of the authors of the idea.
For BigMedia, participation in the "Points of Unity" project has become a very interesting experience. Following the principles of social responsibility of business, this project has given an opportunity to focus on the importance of outdoor advertising’ social component, on its capabilities as a communication tool, presenting advertising media as an art-object and harmonious component of the modern city environment. And this proves that a conscious and responsible attitude towards one's professional activity, a creative approach and a socially important goal can indeed create a Radically Better Future.
Hesselholdt & Mejlvang - on Facebook:
The leading outdoor operator, BigBoard Company (group BigBoard Ukraine/JCDecaux), carried out a uniquely complex procedure for dismantling one of the largest advertising structures in Kyiv - a three-sided rotating outdoor structure measuring 5*12 m (unipole), which was installed at the Paton Bridge road junction.
Unipole was located in the green zone. With the beginning of autumn and cold rainy weather, the land in the green zone became unsuitable for the smooth operation of heavy machinery involved in the process of dismantling such large-sized advertising structure as unipole. In order to install a crane weighing up to 150 tons, there were specially purchased and installed 16 concrete slabs, which strengthened the soil and created a reliable basis for labor-intensive dismantling procedure.
Unipole dismantling was carried out to fulfill the requirements of the schemes for placing outdoor advertising in Kyiv, adopted by the Order of the Kyiv City Council No. 1689 dated December 26, 2017.
It is worth to mention, that the unipole at the road junction of the Paton Bridge was, in its own way, a unique object of outdoor advertising – it was installed in 2002 and became the first advertising structure of such a large format in the city of Kyiv. In due time, this outdoor advertising structure provided completely new, innovative opportunities for advertisers, and also contributed to filling the revenue part of the city budget – just for the last 8 years the amount of paid rental payments has made about UAH 850 thousand.
Social projects for the improvement of the urban environment are one of the strategically important priorities for the BigBoard Ukraine group. First of all, we are talking about projects of modern street furniture - installation of public transport stop pavillions, information columns, kiosks and other constructions that form a comfortable urban environment.
In 2012, the BigBoard company installed the first 2 stop pavillionss of the european design near the building of the Ivan Franko Lviv University. In total, at the initial stage of the project, 7 stop pavillions and 7 informational columns were installed in the historic center of Lviv. Norman Foster - the legendary architect and guru of modern & comfortable urban space, did the design of the established public transport stop pavillions.
All the objects of street furniture installed by BigBoard are made under JCDecaux technology using high-quality and wear-resistant materials that have undergone anticorrosion treatment and ensure reliable functioning for many years to come. For the comfort of people, the pavilions are equipped with comfortable benches, tinted windows and charging for personal gadgets.
As part of the project, BigBoard company invests not only in the installation of the public transport stop pavilions, but also incurs the cost of daily maintenance and maintenance in proper form throughout the whole life-cycle of the object. For the city budget, the modern stop pavilions of Norman Foster are free. This practice of cooperation between the city and business was firstly proposed and implemented by the world leader of outdoor advertising JCDecaux, and today it works successfully all over the world - such objects of street furniture can be seen in Paris, Prague, Vienna, Madrid, New York and other world capitals.
To date, more than 60 public transport stop pavilions have been installed in Lviv using JCDecaux technology, in the future, this number is planned to reach 100 objects. Thus, more than 17% of the city's need for quality public transport stop pavilions will be covered by the efforts of one company, without attracting funds from the city budget.
BigBoard Ukraine has been successfully implementing projects of street furniture for more than six years in Kyiv, Lviv, Odessa, Kharkov and the Dnieper. The company plans to develop this line of activity, which demonstrates the effectiveness of the city and business cooperation, and the modern understanding of outdoor advertising objects as an integral and organic component of a comfortable urban space.
At the heart of modern urban development concepts, first and foremost, is the idea of creating a comfortable space for life. The idea of sociality and public services improvement is at the core of complex infrastructural and urbanistic projects, thanks to which modern cities become "smart", integrated people-oriented public spaces. Comfort is felt in details. Today, world-famous architects and designers work on creating beautiful, comfortable and technological elements of the urban environment - street furniture and outdoor advertising constructions - and its functionality is aimed at supporting a holistic and organic city space.
On July 3-8, 2018, as a partner of the festival, BigMedia company (BigBoard Ukraine Group/JCDecaux) presented a modern line of street furniture at ATLAS Weekend - the largest music event in Eastern Europe, which is annually visited by hundreds of thousands spectators. To ensure that the guests of the festival could easily find each other and not to be lost in such a crowded event, a special platform was created (the “bus shelter” and information pavilion) - #BigBoardMeetingPoint - a comfortable and functional meeting place.
#BigBoardMeetingPoint has become, in its own way, a unique location for the festival. The platform itself and all its components were created from street furniture (comfortable “bus shelter”, information panels) by the legendary British architect Norman Foster - a man, whose design has changed the face of many cities all over the world, from Paris to New York, and which is now represented in Ukraine - BigBoard Ukraine has been implementing street furniture projects for over six years in Kyiv, Odessa, Kharkiv and Dnipro.
During the festival, #BigBoardMeetingPoint became a really popular meeting place where people had possibility to relax, to charge a personal gadget and to have fun making pictures in a stylish photo zone. It is also important that visitors were pleased to learn that such street furniture and convenient bus shelters with charging for gadgets are already exist in Ukraine:
"I like to be here. Just recently, I’ve been in Prague, I saw such bus shelters there and, by the way, advertising posters in such a format look very organic, it's beautiful! I think, such small things makes Ukraine to look like a real European capital. It is pleasant to stay at such a bus shelter, and it is convenient that there is a charging for the phone and the glass is tinted - it protects from the sun quite good. And it is just cool!) "- says a young man, one of the visitors of the platform, while waiting for a meeting with the company of friends.
#BigBoardMeetingPoint and experience of direct communication with people at ATLAS Weekend, once again proved and demonstrated the advantages of a new approach to outdoor advertising, as to the integral part of a comfortable urban environment created for a person.
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