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JCDecaux showcases Indigenous art in Australian first

In an Australian-first, out-of-home (OOH) company JCDecaux will showcase Indigenous art connected to a new digital large format billboard on Melbourne’s West Gate Freeway. It’s in collaboration with the Victorian Department of Transport and Planning, and the Wurundjeri Woi Wurrung Cultural Heritage Aboriginal Corporation.

Indigenous artist, Lisa Waup, was commissioned to create the piece, titled ‘Pathed Between’, which embodies direction, flow and perspective.

The installation on West Gate Freeway

JCDecaux Australia CEO, Steve O’Connor, said: “By integrating this incredible piece of Indigenous artwork into the urban landscape, we are not only enhancing the visual appeal, but we are also encouraging dialogue and understanding about the diverse cultural heritage that enriches our society.

“We collaborated with our partners to bring this unique and special art installation to life to inspire, provoke thought and spark conversations.

“The partnership and artwork signify our commitment to supporting and amplifying Aboriginal and Torres Strait Islander culture,” he added.

Artist Lisa Waup and JCDecaux CEO Steven O’Connor

Minister for Roads and Road Safety, Melissa Horne, said: “It’s fantastic to see our First Peoples recognised and this artwork take pride of place on one of Victoria’s busiest and most important roads.

“We made the decision to fly the Aboriginal flag permanently atop the West Gate Bridge and this installation is a further symbol of unity, identity and resilience for First Peoples across Victoria.”

Waup added: “Pathed between highlights abstracted intersecting lines and paths of connection, some roads travelled can be easier than others at times. Yet the road travelled ultimately delivers us where we need to be. It has been an absolute pleasure working on this project, a positive and respectful experience in every way.

“I am extremely proud of the outcome and exceedingly thankful for the opportunity,” she said.

JCDecaux worked in partnership with Authority Creative – award winning specialists in contemporary art production and curation to engage Waup on the project.

Leading industrial design practice Tilt were selected to support the production of the art from a 2D design through to the manufacturing process.

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