Case Study
British Council

In 2013 Flint Asia was employed by the British Council in India to promote Homelands – a major touring exhibition of the British Council’s art collection – showcasing the works of renowned contemporary artists including Turner Prize winners and nominees such as Grayson Perry, Jeremy Deller, Richard Long and David Hockney.

Designed to act as a medium for cultural exchange in India at a regional level, the exhibition travelled to New Delhi, Kolkata, Mumbai and Bengaluru in 2013, and examined the relationship between self and place in a world of transitory identities and contested geographies.  Featuring more than 80 works by 28 leading modern and contemporary artists, Homelands excavated the idea of a ‘homeland’ to reveal a rich plurality of meaning; ideas of belonging, alienation, history and memory.

Flint worked with the British Council to implement a multi-layered programme that included public exhibitions in four major metros (New Delhi, Kolkata, Mumbai, Bengaluru), artist talks, seminars, curator-led walks, outreach activities and workshops. Supported by an innovative network of public-private partnerships, Homelands epitomised the new and exciting funding model for public art in India. Key partners who helped to bring the pan-Indian exhibition together included Jaguar, Christie’s and Kotak Mahindra Bank Limited. The outreach programme, additionally supported by Outset India, was also focused on developing and cultivating unique, local partnerships and encouraging dialogue and collaboration between Indian and UK institutions.

With over 130 newspaper articles, 60 magazine features and over 170 features online, the Homelands exhibition reached over an estimated 40,000,000 individuals, helping to make it one of the most popular and successful British Council initiatives in India.

 

Image Credit: Grayson Perry, Village of Penians (detail), 2001, Glazed ceramic, height 50 x 24 cm, © Grayson Perry, Courtesy of the Artist, British Council Collection and Victoria Miro, London

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