SMASH: We Are More
SMASH is the annual ART PARTY at the Gardiner Museum, conceived by the Young Patrons Circle. The name SMASH highlights the tension between the Museum as a space of conservation, but also of contemporary art and live creativity. It's been touted by the National Post, The Globe and Mail, FASHION Magazine, and other top media outlets as one of the city's most exciting cultural events.
As the 2018 Art Director for SMASH, Jacquelyn built the art program and commissioned more than 20 artists to contribute creative works to the three floors of the Museum. She art directed branding collateral, produced content, brought on board key strategic partnerships, and secured several sponsors to the event at the Gardiner Museum. SMASH: We Are More was a sold out event in June 2018.
The cultural program built on past momentum and elevated the SMASH contemporary art party at the Gardiner Museum to be a marquis cultural event in Toronto. We aimed to focus on its cultural relevance, attraction and creative community connection to become a emblem of Toronto-based creativity and annual significant revenue source for the Museum.
One inventive strategic partnership and brand integration concept created for SMASH: We Are More, brought together fashion brand and art lover ALDO and George Brown College’s School of Design. A Design Competition was created for graduates to create custom works for the event.
ALDO worked with SMASH Art Director Jacquelyn West to engage graduates of the Interactive Media Management program to create four custom digital art installations. These installations brought digital dynamism to SMASH as well as offered a first career showcase opportunity to newly minted Toronto creatives. Created as a design competition to graduates, the support of ALDO offered industry exposure as well as experience in creative development, concept design, production and exhibitions. For the final showcase 18 graduates formed into 4 teams and created: an Augmented Reality game, a digital waterfall that intensified as the noise of the party increased, Parallax portals that allowed party-goers to engage with each other in real time across 3 floors and a kaleidoscope series of cubes celebrating the support of the brand by showcasing ALDO 2018 S/S campaign and collections.