Join the 4C 'Sightseeing Tour'
03 JUL 2007
London - A unique selection of work from some of today's most talented emerging visual artists promises to help brands seeking to understand contemporary leading-edge urban culture.
"Sightseeing Tour" is a selection of work from 24 emerging artists from across the world. The city is their artistic playground and offers the ingredients of a contemporary tale: rules, signs, habits, private and public spaces are the starting point for narratives.
Curated by CULT-GEIST, the body of work explores "how urban culture inspires creativity". It is the first published output from 4C - a long-term programme from CULT-GEIST and Gum @ Saatchi that celebrates the convergence of "culture, content, communication and commerce".
"Sightseeing Tour" is the first incarnation of the 4C experience and offers brands an engaging introduction to global urban culture. One thousand copies of a limited-edition catalogue are being hand-delivered by CULT-GEIST to its clients and extended network. The work is also online at www.cultgeist.com/4C and a selection of the work will be exhibited at Saatchi & Saatchi's offices.
CULT-GEIST has developed a network of more than 3,000 connected and savvy young creatives. By enabling creativity, CULT-GEIST allows enlightened brands to explore the world through the lenses of the people who are creating the culture in their cities - providing insight and understanding of contemporary leading-edge urban culture.
4C is just one way that brands can tap into the CULT-GEIST network.
Marisa Brickman, director of CULT-GEIST, said: "If brands are serious about the youth market, they need to do more than tactical "badge-slapping" exercises that pay lip service to young people's passions and interests - and become an active participant in culture. Before they can do this, they must fully understand the culture they are trying to penetrate and they won't get this through dead data. This is where CULT-GEIST comes in."
"Sightseeing Tour", co-curated by CULT-GEIST and Samuel Gassmann, has been put together over the last twelve months. The work has been created in a variety of mediums including video, photography, installation, street art, illustration and painting.
The exhibition takes places at Saatchi & Saatchi, 80 Charlotte Street, London W1 from 5 July - 1 August 2007 with a private view on 4 July. It will be open to the public every Thursday and Friday from 10-18.00.
Notes to editors
1. Gum @ Saatchi is the global content division of
Saatchi & Saatchi. Gum works with brands to create
culturally relevant marketing and communications
assets.
2. CULT-GEIST is an international network of more than
3,000 creatives and young people who make things
happen. CULT-GEIST commissions cultural research
for brands.
3. Saatchi & Saatchi London is an ideas company which
delivers business-transforming creativity to its clients
across multiple platforms including branded
entertainment, business innovation and shopper
marketing.
4. Saatchi & Saatchi worldwide has 153 offices in 83
countries and 7,000 employees and is owned by
Publicis Groupe. Saatchi & Saatchi is known for its
strength at understanding the emotional connections
between consumers and products. This approach
comes to life through Lovemarks, the methodology
developed to deliver "loyalty beyond reason" for
Saatchi & Saatchi clients.
