The Photographers’ Gallery ‘Fire/Flood’ Exhibition

Services

Overview

We successfully 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 ‘Fire /Flood’ project, is one of two exhibitions a year presented by the gallery, utilising our reusable graphic structures.

 

On winning this iconic project, placemaking and event specialists Field & Lawn appointed us to meet the challenges in producing and installing the complex permanent and reusable 45m x 8.5m frame on a building opposite the gallery. Working closely with Field & Lawn, our Senior Project Manager Andrew Conway and his team devised a bespoke free-standing structure that covered the building facade, using the latest aluminium frame, high impact print and lighting technology.

After a full survey, brackets, lighting troughs were manufactured, and framework sections were produced by us to secure the impressive graphics, which were printed as a single element on our Durst 5m wide printer. In all, over 200m2 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.

Our four-strong team undertook installation of all elements of the project, with the biggest challenge being affixing the single-piece main banner to the frame.

Andrew commented; “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.”

This was a challenging project, requiring in depth attention to the technical detail, combining complex fitting requirements and very large graphics. We were delighted with the quality and professional service provided by Andrew and his team at MacroArt and look forward to continuing to work with them as our exhibitions grow and evolve. The results speak for themselves, and The Photographers' Gallery and the surrounding streets are the perfect space to showcase free displays for the public in a highly impactful and visual way.

Rebecca Crofton, Senior Project Manager at Field & Lawn

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