MacroArt has installed a large-scale interchangeable art frieze and banner graphics to turn the alleys and streets around Soho’s The Photographers’ Gallery into a permanent new art gallery.
The latest display, contemporary photographer Gideon Mendel’s project, is one of two exhibitions a year presented by the gallery, utilising MacroArt’s reusable graphic structures.
Event specialists Field & Lawn appointed MacroArt to meet the challenges in producing and installing the complex permanent and reusable 45m x 8.5m frame on a building opposite the gallery.
MacroArt’s senior project manager, Andrew Conway, and his team devised a bespoke free-standing structure that covered the building façade, using the latest aluminium frame and high-impact print and lighting technology.
After a full survey, brackets, lighting troughs were manufactured, and framework sections were produced by MacroArt to Field & Lawn’s specifications, to secure the graphics, which were printed as a single element on MacroArt’s Durst 5m wide printer.
In all, over 200sqm of graphics was produced for the display, using PVC-free materials to enhance the overall sustainability of the project. The uniquely designed, tailor-made unobtrusive aluminium frame stands proud of the building, providing a seamless, reusable, and elegant display for the work, whilst providing sufficient room for venting, service electrics and lighting.
The four-strong MacroArt team undertook installation of all elements of the project, with the biggest challenge being affixing the single-piece main banner to the frame.
Mr Conway said, ‘We are so excited to be working with The Photographers’ Gallery once again. Collaborating closely with Field & Lawn throughout the process, we installed large-scale graphics down several alleys and streets, transforming them into an outdoor gallery space. The result has not only been well received by Field & Lawn and the gallery, but the artist is also very impressed with the quality.’
