Therme Art Program Launch 2017

Therme Art Program Launch 2017


At Frieze London 2017 we launched our Therme Art Program. The Therme Art Program seems to me exciting from various points of view. Firstly, the potential of really doing something with audiences which go far beyond the usual parameters of the art world. Usually an artist is getting only a white cube. We wanted to give artists the possibility to realize their bigger dreams. I am a little bit tired of art only happening in galleries and institutions and interested in creating places as an artist and there’s a great opportunity to do that with architects. What we present is a game changer for the city planning. It’s an architecture creating an artificial tropical environment within the centers of the cities, where we can accommodate more than 3 million people a year. A model of such a space we present here in the Royal Institution during the Frieze Art and Architecture conference. We integrated models of artworks from artists that are creating immersive spaces where architecture, technology and the human body is merging in a harmonic relationship. The Therme Art Program will take us back in some way to a moment when artists were not an add-on, not a decorative thing. It’s very new. But what’s new about it is very old. We remember about ancient Rome culture of baths, where there was a lot of sculptures, mosaics. And these big mosaics are exactly as contemporary videos. In the Roman tradition, it was a place of conversation. I like the idea of blending the relaxing environment of the spa and art. It is somehow wrong to stand in a hard-lit space on the hard concrete floor and to talk about life, because that’s what you do when you look at art, art only inspires. The exchange of ideas may take place in a much more significant and experiential way. Discovering things in the absolutely perfect state of receptivity. We have millions of people engaging to that art not the way they classically engage in the museum but it’s a new way. I think it’s great to get the art outside of the museum in any possible constellation. If it’s a mall, or the public space, or even a thermal bath. I think it’s great to get people involved with art before they even realize it’s art. Culture is timeless. We want to give artists platforms. We want to give the society a platform to engage with the ideas, to engage with the work, to think what future can be. What artists are doing is shaping reality. The baths are going to take people on unexpected adventures that may not just be sensorial or stimulating or surprising but also intellectual. And I think it will lead to these greater, spiritually impregnated cultural thoughts.

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