Gold Coast creative agency 40/40 launches sub-brand Golden Walls
40/40, a Gold Coast-based creative agency, has launched Golden Walls – a passion project which capitalises on the rise of placemaking and urban rejuvenation – in a bid to revitalise the city.
The announcement:
RENOWNED for being the ‘disruptive’ kids on the block, Gold Coast’s 40/40 Creative Agency are on a mission to revitalise the city one paint-stroke at a time – with the launch of their new sub-brand Golden Walls.
Golden Walls will collaborate with well-known artists
Taking their long-standing passion for street art and channelling it into a business concept that breaks away from traditional brand creation, 40/40 has launched Golden Walls to meet and manage growing demand for their art-based “passion projects” while also capitalising on the rise of placemaking and urban rejuvenation.
Transforming blank areas of the community into aesthetically engaging destinations, Golden Walls has already been commissioned to curate various large-scale mural projects around the Gold Coast, with a major contract currently underway in partnership with Gold Coast City Council and Southport’s Chinatown.
Kicking off this week from Thursday through to Sunday, Golden Walls will commence work on its Davison Lane project – transforming the popular laneway into a live urban art install for five straight days.
Collaborating with well-known local and national street artists Alex Lehours, Shida, John Kaye and Sofles, the project will see the four artists execute a permanent masterpiece across five walls, with the large-scale mural to exude vibrancy, engage visitors and reflect the precinct’s contemporary Asian elements.
The project follows the completion of two contracts earlier this month, which saw the Golden Walls team create an outdoor graffiti gallery for new service station precinct 88 Bundall Road with help from talented artists Alex Lehours and John Kaye, as well as completed two major installs in the Commonwealth Games Athletes’ Village appointing Brisbane-based street artist Sofles to be the man behind the spray can.
With a mix of exciting projects in the pipeline, 40/40 founder and creative director Nic Nichols said now was a better time than any to launch their new sub-brand Golden Walls to the market.
“Golden Walls has been a work in progress over the past few years – it started out as an idea we had to freshen up the Gold Coast by creating beautiful murals all across the city,” Mr Nichols said.
“Since we started 40/40 we have tried to find ways to connect artists with brands to enhance the aesthetics of individual places to make them better.
“These were what we called our ‘passion projects’ and over time they became more consistent, however never really had their own home under the 40/40 banner, which focuses more on branding and graphic design.
“Its thanks to the intricate network of talented artists we are surrounded by and 40/40’s significant growth, that we can now turn something we love to do into its very own entity.”
Specialising in public art, placemaking and curation, Mr Nichols said Golden Walls would set a benchmark for creating “destination brands” on the Gold Coast, while also culturally reviving selected city pockets.
“We always do things differently and like to push the envelope when it comes to brand creation, it’s about taking it beyond a logo and finding ways to create an overall brand experience for people and communities through various art forms,” Mr Nichols said.
“The benefits of well-executed public art are countless, it enhances the vibrancy of the area, provides something for people to visit and admire, all while increasing the value of the land and property surrounding it.
“Our aim for Golden Walls is to work with like-minded brands to create non-traditional impressionable and interactive experiences for their audience and communities by optimising the physical environment – there are a lot of boring walls out there, and with a stroke of street art we can beautify them.”
The team will work closely with clients to plan and create the assigned project brief, Mr Nichols said Golden Walls would always have their artists’ best interests in mind.
“The projects we will aim to take on will be ones where we can work closely with the client to develop and execute their brief, but where the artists have the freedom to do what they do best, create.
“We want our clients to love the end product, but equally we want our artists to enjoy what they do – which is why we have to look after our artists just as much as we look after our clients.
“Our large scale mural for the Athletes’ Games Room is a perfect example, there was no criteria other than lots of colour, so our artist wasn’t limited and was able to create something that was both tasteful and amazing.”
Adding to its project portfolio will be a major two-week long art activation running at Robina Town Centre for the duration of the Commonwealth Games, from April 3 to 15.
The 12-day festival called ‘Detour’ will see a collaboration of local artists banding together to create and transform large hoarding and permanent walls around the Centre into vivid and interactive works of art.
The activation incorporates a full open brief allowing each artist to create what he or she wants across the duration of the install.
Golden Walls have appointed artists Drapl & Treas, John Kaye, Sofles, Frank & Mimi, Gimiks Born, Hansen and local artists Luke Day, Artwork Agency, Mike Shankster and Kiel Tillman to carry out the project.
For more information visit goldenwalls.com.au or 4040creative.com.au.
Source: 40/40 media release
What a fantastic idea…what a great way to make the Gold Coast more beautiful…
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congrats fellas,
the Gold Coast has been beggin for some cultural shape shifters.
RESPECT !
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