Technology company HP and The National Gallery have teamed up to show full-size recreations of 30 paintings on the streets of London. The works of art – which range from Leonardo da Vinci’s The Virgin of the Rocks to Vincent van Gogh’s Sunflowers - are part of a campaign called ‘Grand Tour’ aiming to push new visitors to the gallery.
The idea, initially conceived by brand consultancy, The Partners, involved HP printing the works of art on specialist printer about two and a half metres wide using vinyl. Each picture has been laminated with a special ‘graffiti-proof’ material to cut down on potential damage, although the gallery was keen to point out that if people did alter the works in some way, this fitted the spirit of the campaign.
The user-generated theme is also used on the campaign’s website, where people can upload photos showing how they have interacted with the art works and a map that lets users choose from a variety of tours round the painting sites, from routes that take a lunchtime to an entire day’s worth of walking.
Credit for photo: The Partners.
More photos, courtesy of The National Gallery and HP:
