After the Expedia's Blue Sky Day, another interesting "art marketing" initiative that involves the National Gallery in London and a brand (Hewlett-Packard). It's called "The Grand Tour", it's a project to bring the art to the streets, to the places where people live and pass by every day in order to encourage Londoners (and tourists) to visit the National Gallery.

All around Covent Garden and Soho (both very close to the National Gallery), HP has printed and placed reproductions of classic masterpieces such as the Head of Saint John the Baptist by Caravaggio (installed close to a sexy shop) or a Botticelli in a covered walkway.

They even placed a museum guard to make sure nobody gets too close to Rubens' Samson and Delilah.

The concept has been developed by The Partners. You can read more about the initiative on The Guardian, which also features a rich photo gallery.

via Hidden Persuader.

It's a very good and novative idea from one of the best innovative museum in communication !
I wrote something about it on my blog : http://www.buzzeum.com/2007/06/18/hp-et-la-national-gallery/

Posted by: Dianed at June 27, 2007 06:51 PM

This is such a great concept becuase you ar ereally forced to look...I don't know but there is something compelling about classical art juxtaposed (sorry I had to use the word) with dirty buildings and sex shops.

Posted by: Street Attack at June 29, 2007 05:32 PM

Hi again...

Really good idea... Art belong to people...its means to street, to daily routine... So why not Art in the street????

Hello to all marketing passionated.

Posted by: juan at July 3, 2007 04:54 PM