Asia Art Collective

$0 Cart
Menu
Asia Art Collective

Search Our Site

Why You Need Art Consultancy for Public Art Activation: A Case Study of The Rangoli Movement Art Project

Asia Art Collective

Asia Art Collective

Why You Need Art Consultancy for Public Art Activation: A Case Study of The Rangoli Movement Art Project

Public art activations are more than just installations—they are experiences designed to engage and inspire communities, foster cultural dialogue, and bring art to the streets. However, creating and executing a successful public art program requires more than just placing a piece of art in a public space. This is where art consultancy becomes an invaluable resource. Art consultants bring expertise in curation, programming, logistical coordination, and community engagement to ensure the success of public art projects.

One such example of a highly successful public art activation is The Rangoli Movement (2022). Commissioned by the National Arts Council (NAC), and conceptualized by Texture Media in collaboration with Iola Liu (Asia Art Collective) as curator and overall program organizer, The Rangoli Movement serves as a perfect case study for why art consultancy is essential in public art activation.

What is Public Art Activation?

Public art activation refers to the process of introducing, curating, and bringing art to public spaces in a way that makes it accessible, engaging, and meaningful to the wider community. It’s not just about showcasing art—it’s about creating an atmosphere that fosters interaction, education, and reflection.
Public art activations often involve both permanent and temporary installations, performance art, workshops, and interactive experiences. These programs aim to connect with people from all walks of life, making art more than just a visual object, but a living, breathing part of the community’s daily life.

The Rangoli Movement: A Masterclass in Public Art Activation

The Rangoli Movement (2022) is a large-scale public art activation that ran from 21 February to 20 March 2022 at the lawn space at Clive Street. Conceptualized by Texture Media and organized by Iola Liu, this event was an exploration of art and culture through the lens of Rangoli, a traditional form of Indian folk art typically created on the ground using colored powders, rice, or flower petals.

In collaboration with NAC, the activation sought to celebrate diversity and inclusivity through a public art program that invited participation and interaction from a wide range of individuals, local communities, and cultures. It was an ambitious undertaking that blended art with community engagement, inviting people to create their own Rangoli designs, experience live performances, and explore the history and cultural significance of this art form.
Asia Art Collectiv Rangoli Movement
Asia Art Collectiv A Case Study of The Rangoli Movement Art Project
Asia Art Collectiv A Masterclass in Public Art Activation

Why Art Consultancy Was Essential to The Rangoli Movement

1. Strategic Curation and Programme Design

Public art activations require a curatorial vision that goes beyond aesthetics. It needs to take into consideration the location, community, and the story the art aims to tell. In the case of The Rangoli Movement, the program was designed to evoke the spirit of collaboration, inclusivity, and cultural exchange.

As curator, Iola Liu’s expertise in art consultancy ensured that the program was well-planned, with a balance of installations, performances, and interactive workshops that appealed to diverse audiences. The curation was designed to be sensitive to both the art form’s origins and the modern-day context in which it was being presented.
An art consultant brings the ability to weave together various elements—artworks, performance, public space, community engagement—into a cohesive narrative. This ensures that the activation doesn’t just showcase art but fosters a deeper connection with the audience.

2. Community Engagement and Cultural Sensitivity

Public art is about making art accessible to the community. Art consultancy is key to understanding the specific cultural, historical, and social dynamics of the space and its people.
The Rangoli Movement’s theme of cultural celebration was carefully designed to resonate with the local community in Singapore, a city known for its rich multicultural heritage. An art consultant’s role is to help bridge the gap between the art form’s traditional roots and the community’s modern-day context, ensuring that cultural nuances are respected and reflected.
By engaging with local cultural practitioners and artists, the program effectively created a space for cultural dialogue. The consultant facilitated collaborations between traditional and contemporary artists to create a multifaceted experience that invited community participation in the process of creating Rangoli artwork. This engagement allowed individuals from various backgrounds to express themselves through art, contributing to a sense of ownership and connection to the project.

3. Logistical Coordination and Execution

Executing a large-scale public art activation requires meticulous planning and coordination. From handling logistics—such as space arrangements, installation processes, and permits—to managing budgets and timelines, art consultants bring invaluable experience to ensure the program runs smoothly.
For The Rangoli Movement, logistical challenges included transforming the lawn space at Clive Street into a functional and welcoming environment that could support both the artistic installations and the participatory elements of the program. The consultants oversaw every aspect of the installation process, ensuring that the event was well-organized, adhered to safety standards, and provided a seamless experience for both artists and visitors.

4. Maximizing Public and Media Engagement

Public art is a tool for building connections within a community, but for a program to truly succeed, it must also engage with the broader public and media. Art consultancy plays a vital role in creating a strategy to reach the target audience, promoting the event through the right channels, and maximizing exposure.
Through strategic partnerships with local organizations, media outlets, and influencers, the Rangoli Movement generated buzz and attracted a diverse audience. An art consultant can help craft messaging, design marketing materials, and secure press coverage, ensuring the event not only garners attendance but also raises awareness and fosters long-term impact.

5. Ensuring Long-Term Impact

A successful public art activation is not just a one-off event; it’s about creating a lasting impact that continues to resonate with the community. Art consultancy helps ensure that the legacy of the program extends beyond the activation itself.
For The Rangoli Movement, this involved creating meaningful interactions with art, fostering a sense of cultural pride, and planting seeds for future creative endeavors in the community. Through the curated workshops and performances, participants left with a deeper appreciation for the art form and the chance to take part in the creative process.

Conclusion: The Essential Role of Art Consultancy

Public art activation is about bringing art to life in ways that engage, educate, and enrich communities. For a project like The Rangoli Movement, an art consultancy’s expertise in curation, community engagement, logistics, and marketing is crucial to creating an experience that resonates on multiple levels.
By working with art consultants, organizers can ensure that their public art activations are not only successful but also transformative—creating lasting connections between art, community, and place. The Rangoli Movement is a testament to the power of public art and the significant role that art consultancy plays in shaping these experiences.

About Asia Art Collective:

Asia Art Collective was established in 2013. We strive to provide high-quality services in the fields of art consultancy, art marketing, art collecting, publishing, as well as to represent artists, commissioning artworks and provide professional art courses.

Asia Art Collective has organised over 50 visual art exhibitions and events, promoting artists from all over the world, representing artists with strong artistic skills and distinct personal style. Artworks are also professionally curated by Asia Art Collective consultants based on technique and style.

Our Professional Services:

  1. Art collection – advising individuals, companies and organisations on acquisition based on various budgets and collecting timeline and building an art collection representative of heritage and legacy
  2. Art commissioning and interior design – assisting in artist commission projects and re-design and planning of your interior spaces
  3. Art valuation – providing valuation on your current artworks 
  4. Art brokerage – assisting and advising, and undertaking secondary sales for your artworks 
  5. Art restoration – assisting in checking condition, and arranging for restoration
  6. Art exhibition planning & curation – curating and organising art exhibition, art events or projects for branding, cultural immersion and advocacy, through new artist collaborations or with existing art collection

Contact us:

Share on print
Share on facebook
Share on twitter
Share on linkedin

About

Asia Art Collective

No Comments

Post A Comment

Shopping cart0
There are no products in the cart!
Continue shopping