Case Study
The Infinite Mix at the Hayward Gallery

As the The Hayward Gallery closed for refurbishment this year, curators partnered with the Vinyl Factory to launch a sensational new exhibition The Infinite Mix at The Store – a new creative hub at Brutalist icon 180 The Strand. Flint co-directed a campaign to launch the exhibition, securing widespread critical acclaim across national and international media, with four and five star reviews appearing in The Evening Standard, Time Out, The Telegraph and The Guardian in its opening weekend.

The exhibition premiered immersive audiovisual installations by leading international artists: Martin Creed (UK); Jeremy Deller (UK), Cecilia Bengolea (Argentina), Stan Douglas (Canada), Cyprien Gaillard (France), Dominique Gonzalez­-Foerster (France), Cameron Jamie (USA), Kahlil Joseph (USA), Elizabeth Price (UK), Ugo Rondinone (Switzerland) and Rachel Rose (USA).

Pioneering new approaches to combining sounds and images, the artworks in The Infinite Mix engaged audiences in ways that were conceptually, as well as emotionally, immersive. Visitors to the exhibition at 180 The Strand journeyed through a series of spaces above and below ground, discovering holographic illusions, multi­screen installations and cinema-­style 3D projections, each of which foreground the role of sound and its relationship to image.

The Infinite Mix was the subject of a dedicated hour long special on Monocle’s ‘Culture Show’ and BBC 6 Music, and secured 65 high profile journalists at its press preview in September. Reaching over 170,000,000 readers in the first 2 months of opening, the campaign was supplemented with an Instagrammers #Empty event attended by some of the most influential arts and culture Instagrammers in the country, and secured a combined reach of an additional 703,000 critically engaged Instagram users through the social network. Within the opening month of the exhibition the website target of 150,000 visitors was exceeded.

Our coverage included profiles of the participating artists, national, luxury, lifestyle and fashion press; profiling the creative director of The Store, Alex Eagle; and strong critical reviews including the following:

 

“The Infinite Mix is proof that video and film are the most consistently creative artistic fields of this century. It’s a contender for the show of the year”The Evening Standard

“You’ll find ten of the most engaging pieces of visual art you’ll see together all year. They’re full of passion, innovation, love, cleverness and emotion”TimeOut

“The Infinite Mix feels – believe me – like a total blast. Urgent, important, infectious, and fresh, it offers a compelling advertisement for the dynamic possibilities of this mercurial art form”The Telegraph

“A weird, wonderful assortment of videos that dance madly with big ideas” - The Guardian

 

Image Credit: The Infinite Mix, The Store 180 the Strand, Michael Wilkin Photography for The Vinyl Factory, Courtesy of the Vinyl Factory and Hayward Gallery

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