Working with the Hunter’s leading, and most ambitious Public Art Program, Pride of Place and Street Art Walking created contemporary art installation featuring paste-up posters from International, National, and local artists.
Theatre Lane is a space layered with history, as it provided access to the back of the stage for The Victoria Theatre. The historical element of this project was very exciting, inviting artists to create their own theatre poster, using modern design techniques. Artworks were submitted via email, sent as digital files.
The highest quality designs were selected by the Pride of Place Committee for installation, which was managed by Street Art Walking for a six month period. The Project Coordinator, Simone Sheridan, d the artworks and installed them in Theatre Lane. The artworks were documented and posted online via a web blog and social media sites for all to view, including the artists, for comment around the world. The inclusion of online presence and promotion allowed this project to be seen as a relevant contemporary art project, championing new modes of communication and marketing, whilst fostering a global art network in Newcastle, Australia.
The project offered a monthly rotation of the posters, creating an opportunity to broadcast new updates on the website, adding further marketing value for all participants, as well as, depict the project as evolving and dynamic.
“The Theatre Lane Project was such a great experience for me as an emerging designer. I got a chance to see my works in the public domain and the online promotion was great! I ended up getting really passionate about submitting work and it was a stepping stone into some other great collaborations. I wish it was something that was ongoing, as it was great to see the works evolve. I want to be part of it again!”
Alisha Hinds, Selected Theatre Lane Artist