CHANGSHA, CHINA - Media OutReach -October 18, 2018 - Since its grand opening in May 2018, Changsha IFS has been bringing aninnovative blend of art and commerce to both art connoisseurs and hobbyists,while injecting new impetus in the central China region for further businessdevelopment. The vast array of Changsha IFS's art collaborations, from famousartists such as Kaws, Tom Claassen, Steven Harrington, to displaying the latestmasterpiece of the OCUBO art studio, has fostered stronger and more sustainableties between the art and commercial sector.

Such across-sector integration utilizes various commerce and business channels to bringmodern art closer to the daily lives of the public. In addition, it is awin-win collaboration to the artists who, on one hand, can establish meaningfuland deeper interactions with multiple stakeholders, and on the other, makethemselves and their work known to the public by displaying their creations.  

Another Changsha IFSexhibition of art, technology, design and audience-interaction 

As the icon of fashion, artand commerce in the central China region, Changsha IFS has partnered with OCUBO,an art studio based in Portugal, and Tom Claassen, a world-known sculptor fromDutch, on a boundary-breaking project which integrates art, science and design exclusiveto Changsha -- the Tom Claassen Rabbit 3D-projection interactive device. BlendingClassen's signature rabbit design elements with the 3D-projected-interactiontechnology, the cross-sector artwork brings a spectacular visual performanceboth day and night time. As the night falls, it is a device that utilizes lighteffects to create unique visual experiences. While in daytime, it is aspectacular piece of sculpture with profound aesthetic value, a view to admirein the city.

As its debut showcase in China, OCUBO has applied multi-media technology in the 3D-projection device, engaging itsaudiences on a wider and deeper level. In addition to admiring one of Claassen'smasterpiece, the audiences can now create their very own Tom Claassen Rabbitsculptures by harnessing light effects and colours projected from the device, andhave a taste of working with cross-sector artists.

Staying true to its founding mission, OCUBO committing to bringing art to the publicSphere

Foundersof OCUBO - Carole Purnelle and Nuno Maya studied at the same university. Theystarted OCUBO with the aim to bring art into the public sphere where people canparticipate in the process of art creations and hence, be inspired by thebeauty of art. It was with this belief that Purnelle and Maya designed and hadtheir interactive devices displayed at iconic architectures at Taipei, Macau,Singapore, Portugal, Finland, and more.

The preparation of showcasing the Tom Claassen Rabbit 3D-projection interactive device in Changsha has taken Carlos,contracted artist of OCUBO, and his team on a culture journey which theyconducted deep-level research on the culture and humanities of the city beforedeciding to proceed to the exhibition. "Changsha is a very prosperous and busycity", Carlos described, "Here you can see people still dining out at three o'clockin the morning. People here are just like the city's light. They barely sleep. Changshais the place where I had my first chili and crawfish in life and became a fan. Allthese elements are the inspirations of my work and I hope the audience can connectwith them via the 3D device."

Mr Zhan Zhu and Ms. Chen Sisi, curators of theexhibition, remarked that, "OCUBO wanted to highlight 3D-interaction design for this exhibition. IFS is the landmark of Hunan. It is more than merely a shopping malland is gradually reshaping Hunan people's views and lifestyle. We want theexhibition to introduce a new modern form of art for the city. Yet at the sametime, it needs to be about communicating to the public, emphasizing the uniqueconnection between art and people." 

Integratingart and culture to commercial icons, realizing the unique value of sculptureart

According tothe China National Bureau of Statistics, in 2017, the GDP of the top 20 citiesin China exceeded USD 10,000, with Changsha as one of top 20s, along with Wuhan,Chengdu, Chongqinq, Qingdao, Nanjing and other tier-1 cities. When the GDP of acity exceeds USD 6000, consumers, post-80s, 90s and 00s in particular, tend to havea stronger demand on art and culture. It is therefore essential for enterprisesand real estate developers to differentiate themselves by deliveringone-of-a-kind experience which echoes with the culture and humanities of itsclients so as to better attend to the emerging yet booming market need.

Among all types of art, public art is the most relatable to the publicand as business thrives, more public art projects ten to be created. Forinstance, the work of Tom Classen, the designer of the Changsha IFS rabbitsculpture, is showcased around, not in private properties, but public venues aroundthe world and has garnered wide attention from the news and art sector. Back tothe artist's homeland, almost everyone has stumbled across Classen's family ofelephants along the A6 motorway in Almere. These elephant sculptures not alonebring colour to the local's lives, but also economic benefits to the artcircuit and the artist himself.

From "KAWS: SEEING/WATCHIN", the Tom Claassen's Rabbit to the 3D-projection interactive device of OCUBO, the exhibition of Changsha IFS has demonstrated uniqueness, depth and audience-artwork interaction, all of which cements the reputation of Changsha IFS as the icon of culture and fashion in the central China region.