Award-winning cultural initiative Art Of London has today installed a new artwork in Leicester Square made by artist Sam Williams. It’s the latest art to form part of the public art commission, ‘Brighter Future’, developed with the National Gallery X (NGX) and other prestigious arts institutions.
Sam Williams, who creates immersive environments that encourage people to ‘find their play’, has titled her artwork ‘Catch Me If You Can’. Williams’ lively creation draws on her childhood experience of growing up in a theme park and uses colourful patterns that encourage people to experience the world through a new lens, enhanced with a fun augmented reality game.
Sam Williams, artist and designer of ‘Catch Me If You Can’, said: “I grew up in a theme park, with many of my family working there when I was young. I loved the feeling of being in colourful and playful worlds and these early experiences shaped my creative process and the artist I am today. I want to help inspire creativity in all of us and I’m so proud to be part of Brighter Future, a free public art experience which will enable everyone to experience the world through a new lens.”
Mark Williams, Director of Art of London, said: “Since launching in August, ‘Brighter Future’ is proving to be a great success; the artwork and installations so far have brought colour and joy back to the iconic West End. We intended for this exhibition to be an uplifting and interactive experience for visitors and we are thrilled to add Sam’s installation to this project.”
Across the West End, visitors will find free art in areas such as St James’s Market, Piccadilly, from artist Zarah Hussain, which represents London’s cultural uniqueness and celebrates its multiculturalism, through geometric shapes and bold colour. Londoners and tourists alike can make a day of it in the West End by using Art of London’s handy guides, which include food, art and culture stops to suit any type of trip, from family days out or the perfect cultural experience for aficionados.
Alongside these, West End visitors can discover comedian and guest contributor Harry Hill’s alien sculptures to bring a smile and sense of optimism. They can also enjoy an immersive augmented reality trail where the aliens come to life, featuring original commentary on each installation from the comedian himself.
Brighter Future kicked off the start of Art of London’s Summer Season 2022; a series of major public-realm art commissions and partnerships with the UK’s leading cultural institutions, such as a partnership with global photography brand Fujifilm and competition, brokered by Reg&Co. Entrants will be invited to submit a photograph to the Art of London Instagram account with #ArtofLondonxFujifilm, showcasing a photograph that captures the special sculptures across the ‘Brighter Future’ art trail. To enter, entrants must tag @fujifilmuk, @mrwhisper and @theartofldn. The top 10 images will be featured in a digital exhibition and the overall winner will receive the newly launched Instax Mini Evo Hybrid, perfect for taking photographs in the West End. The competition will run from 8th to 26th September.
