Tate Boat
Cultural Branding
Southbank, London
2004
CLIENT:St James Group Ltd
PARTNERS:
Tate Modern
Woods River Cruises
Thames Clippers
Bollton & Quinn
Futurecity brokered the St James Group support for the Tate to Tate boat in 2004. The project saw a new Hurricane Clipper Catamaran provide a new dedicated boat service joining up the two Tates at Millbank and Bankside.
Turner prize winning artist, Damien Hirst, was commissioned to produce a new work based upon his series of famous 'dot' paintings that would wrap around the exterior of the boat. The commission created an instantly recognisable image that has transformed the Tate boat into one of the capital's iconic works of art.
The Tate project offered St James Group a unique branding opportunity with a highly visible way of linking together its numerous riverside residential developments. St James Group is a distinctive commercial brand in a fiercely competitive market sector, and it is reasonable to ensure that each art project meets stringent commercial objectives. This sponsorship was deliberately placed within the context of the St James Group's cultural strategy which puts the arts at the heart of their distinctive residential developments.
Turner prize winning artist, Damien Hirst, was commissioned to produce a new work based upon his series of famous 'dot' paintings that would wrap around the exterior of the boat. The commission created an instantly recognisable image that has transformed the Tate boat into one of the capital's iconic works of art.
The Tate project offered St James Group a unique branding opportunity with a highly visible way of linking together its numerous riverside residential developments. St James Group is a distinctive commercial brand in a fiercely competitive market sector, and it is reasonable to ensure that each art project meets stringent commercial objectives. This sponsorship was deliberately placed within the context of the St James Group's cultural strategy which puts the arts at the heart of their distinctive residential developments.