12 February 2016

The Biennale Brand

Designate’s Design Director Jamie Lamshed went to the Biennale Vernissage to get a sneak peak of the works at Cockatoo Island, the Museum of Contemporary Art and the Art Gallery of New South Wales before it opened to the public. It’s so important as a designer to be involved in the creative world and conscious of the latest trends in order to stay relevant. Whilst viewing the works at the Biennale, Jamie made links between the festival and the concept of branding, which is so central to the work at Designate.

Jamie was analysing the effectiveness of the Biennale’s brand as it has branded itself as Australia’s largest and most exciting contemporary visual arts festival through its inclusion of cutting edge works by both international & Australian artists. He noted that the Biennale of Sydney has The Biennale showcases works that stretch and challenge what can be considered ‘art’ and in the process reject the notions of traditional art. The Biennale brand, and the works associated with it are recognised as being provocative, innovative and fresh. So much so that when he went to see the works at Cockatoo Island he tried to find the placard for a subtle wire work hung between two buildings that in fact turned out to be seagull deterrent wires. This is evidence that the branding of the Biennale was successful, because if there were seagull deterrent wires outside the Louvre, the gallery goers wouldn’t assume that they’re an artwork.

Another link Jamie made between the Biennale and branding was the branding of artists themselves, and how an artist’s brand should be easily identified and recognisable but also leave enough space to allow for the artists to experiment. This is achieved successfully by the Japanese artist Chiharu Shiota who’s work ‘Flowing Water’ is showcased at the ‘Embassy of the Real’ at Cockatoo Island for the Sydney Biennale. Shiota is renowned for her large-scale installations that incorporate everyday objects such as keys, windows, furniture, dresses and musical instruments, weaving them with threads or hoses into webs and abstract networks.