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INSA at World Square

SFF is proud to announce a world first interactive art exhibition. World renowned UK artist INSA will exhibit a retrospective of his GIF-ITI works throughout World Square Shopping Centre in the city.

His innovative GIF-iti concept takes art pieces painted on street walls and converts them into animated GIFs.  He creates the works from murals painted on walls, photographed, re-painted and then re-photographed before being converted into the digital format. 

Visitors to the exhibition are encouraged to download the ‘Gif-Iti’ app to interact with the artworks, with the works coming to life when patrons hover their phone screens in front of the suspended artworks. 

INSA is a British fine artist and designer whose canvases and installations are often hyper real, finely crafted creations in which desire and commercialism merge and contrast.  He explores different approaches and outlets for his artistic agenda, including designing signature collections for brands such as Kangol, Kid Robot and Oki-Ni and he has undertaken many private commissions for clients such as Sony and Nike.

INSA’s GIF works are a result of him thinking about how his work is consumed online, and the way art – which often takes some time to create – ends up being seen in 600 pixel images. “I’d been thinking a lot about how people were actually seeing my work,” he says. “Even if I painted a huge mural anywhere in the world, I realized more people were looking at the few photos of it that circulate online. It seemed a shame the level of work that was going into something that was only going to be seen as a small image online, but then I just thought why not make the internet, and those few images, the best way to view my work – even make it the only platform for seeing the final work. And GIFs are the ultimate internet fodder.  Hypnotizing to watch on screen, the laborious physical process is easily as mesmerizing — each hand-painted layer is instantly re-worked on top of the last in succession, building up colors, shapes and geometries into vibrant, dynamic and three-dimensional compositions. By mixing retro internet technology and labor intensive painting, INSA creates slices of infinite un-reality, cutting edge art for the tumblr generation.

Later Event: 2 September
APRA In-Conversation series