Running Fruit Ladders Project Puts Focus on Family Farms
Katie Cordrey — June 27, 2011 — Eco
References: kickstarter & maherart
Running Fruit Ladders is a large, roving public art installation that celebrates small farms in the Oregon/Washington Columbia River Gorge. John Maher is the artist behind the project and hopes to engage ordinary people in art while bringing attention to the value of family farms and locally grown food.
Dozens of brightly painted wooden fruit ladders are being temporarily installed in half-mile stretches along major highways in the Columbia River Gorge. The utilitarian objects turned into art provide an unexpected sight as car-bound travellers speed past them. The outdoor installation is complimented by an art show called "Running Fruit Ladders - The Inside Edition.” Shown in local galleries and museums, the exhibition strengthens the intent of Maher’s message with a collaborative showing of art featuring family farms and locally grown foods themes.
Implications - Because a very small percentage of the general population ever visits an art gallery, artists are limited in their ability to use art as a socially relevant messaging tool. Free-to-see, impossible to avoid public art installations can engage communities in thought and discussion about local concerns as well as concerns that have global inferences. Businesses can similarly engage consumers with roving art that brings attention to causes, goods and services that would otherwise be unknown to them.
Dozens of brightly painted wooden fruit ladders are being temporarily installed in half-mile stretches along major highways in the Columbia River Gorge. The utilitarian objects turned into art provide an unexpected sight as car-bound travellers speed past them. The outdoor installation is complimented by an art show called "Running Fruit Ladders - The Inside Edition.” Shown in local galleries and museums, the exhibition strengthens the intent of Maher’s message with a collaborative showing of art featuring family farms and locally grown foods themes.
Implications - Because a very small percentage of the general population ever visits an art gallery, artists are limited in their ability to use art as a socially relevant messaging tool. Free-to-see, impossible to avoid public art installations can engage communities in thought and discussion about local concerns as well as concerns that have global inferences. Businesses can similarly engage consumers with roving art that brings attention to causes, goods and services that would otherwise be unknown to them.
Trend Themes
1. Roving Public Art Installations - Businesses can use roving public art installations to engage consumers with causes, goods, and services that would otherwise be unknown to them.
2. Collaborative Art Exhibitions - Collaborative art exhibitions can strengthen the intent of social messaging by featuring themes related to local concerns and global issues.
3. Locally Grown Food Promotion - Promoting locally grown food through art installations and exhibitions can bring attention to the value of family farms and inspire conversations about sustainable agriculture.
Industry Implications
1. Art - The art industry can explore disruptive innovation opportunities by using roving public art installations and collaborative exhibitions to engage communities and address social concerns.
2. Agriculture - The agriculture industry can leverage art installations and exhibitions to promote locally grown food, highlight the value of family farms, and encourage sustainable farming practices.
3. Marketing and Advertising - The marketing and advertising industry can adopt innovative strategies by integrating roving art installations into campaigns to raise awareness of causes, goods, and services.
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