Britain unveils 3D art show in Shanghai
Updated: 2011-09-09 15:12
By Chen Qide (chinadaily.com.cn)
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SHANGHAI?- Britain unveiled its global 3D art display at the city's downtown Raffles City Square on Friday to let more Chinese look down at some of London's landmarks.
The two-day art installation is the brainchild of national tourism agency VisitBritain, which has joined up with British Airways and other industry partners to inspire people to choose Britain for their next holiday, said VisitBritain’s China Manager Travis Qian.
World famous 3D street artists Joe Hill and Max Lowry created an illusion at Raffles City Square which allows the public to insert themselves virtually into some of Britain's best known landmarks.
Hill and Lawry teamed up in the summer of 2004, taking their work out onto the streets as the perfect way to make art more accessible and inclusive. For the next five years, they traveled the world creating 3D anamorphic chalk illusions.
"As Britain moves towards 2012, the eyes of the world will be firmly focused on the country and what overseas visitors can experience when they are here,'' Qian said.
The 3D canvases provide an ideal snapshot of just some of the things on offer, highlighting Britain's history and heritage, its countryside and natural beauty, culture, fashion, sports and a world-class welcome, he said.
Designed by old school friends Hill and Lawry, viewers will be able to stand on the artworks and become part of the pictures themselves. Their art has been used for live events, marketing campaigns and TV programs and seen in many pop videos.
The Britain 3D on world tour event is part of the roll out of a $160 million global four-year marketing program to promote tourism to Britain.
British Airways believed the 3D art installation will motivate travelers from China to explore more of Britain on their next trip. With over 30 years of experience of flying between China and the UK, the airline offers customers a comfortable, flexible and simple way to discover all Britain has to offer, said Kevin McQuillan, regional general manager of British Airways East Asia.
"We have witnessed a rapid growth from Chinese business and leisure travelers to Britain in recent years. With our investment in new aircraft, new cabins and new technology, the airline is making the customer journey better than ever before, which stands us in good stead to be the airline of choice for Chinese travelers when they travel to Britain,'' he said.