The CW's sweet inspiration
Artists contribute to new network's decor
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Most networks cover their walls with posters of landmark TV shows, past and present, that helped define the web.
But having been in existence for less than a year, the CW could only fill so much space with one-sheets of "Gilmore Girls" and "Everybody Hates Chris."
Instead, the CW recently commissioned 25 pieces of art from unknown artists across the country. The one stipulation: The artists had to be within the CW's 18-34 demo.
"It was a grand idea that began out of being a new company with blank walls," said CW marketing senior VP Rick Frey. "We wound up contacting an arts advocacy firm out of Portland, Ore., which in turn connected us with four other curators from around the country."
The five curators -- from Portland, Santa Barbara, Brooklyn, Minneapolis and Austin -- were asked to select pieces from five emerging artists.
Much of the art started appearing at the net last week, just in time for the CW's round of development meetings with advertisers (held at CW headquarters).
One installation has already attracted the most attention inside the CW: "Gummy Big Bang II," by 27-year-old Chandra Bocci. Piece is made up of hundreds of gummy candies -- worms, bears, fish and more.
"Gummy Big Bang II" was placed outside the CW's research office, instantly making that area the most popular spot at the net.
"It's designed to smell like gummy bears, and the fragrance is floating through the office," Frey said. "It's attractive and distracting at the same time."
The CW will keep the art up through at least August, and will likely hold a formal public opening for the exhibit sometime in June.
Frey hopes the network will continue the program, launching more national searches for art and constantly rotating works on and off the CW's walls. And some, like "Gummy Big Bang II," might wind up permanently finding a home at the net.
"First and foremost I'm hoping the company will invest in some of these pieces to create a collection that will grow from here," Frey said. "I'd love to create a collection that over time chronicles the changing mores and values and directions in artistic expression."
