User:Fabricoproprio

Ephemeral Museum

The first Ephemeral Museum of the world, created by Leo Burnett for the Pampero Fundación, expands its frontiers. After its inauguration in Bairro Alto, new spots have “opened its doors” in São Bento and Amoreiras, where new and classic talents unite to promote the best of national and international street art. It can be seen after January 29. In July of 2008, Leo Burnett transformed the streets of Bairro Alto – Lisbon’s bohemian quarter - into a true outdoor museum. The concept fit in perfectly with the Lisbon streets, known for being the stage for the graffiti cult and other forms of street art. In these very streets, the Ephemeral Museum is born. The Museum’s success was immediate. Soon, and keeping up the same concept, São Bento and Amoreiras were elected as the new sites for the Museum’s expansion as a dynamic space in constant growth, with the endless ambition of becoming the world’s largest street gallery. The idea jump-started when Leo Burnett set up a marketing plan for Pampero’s rum, creating a place where everyday street artists could be acknowledged. For this vision to become reality, careful analysis of street art manifestations had to take place (graffiti, stencils, stickers) in order to separate true art from vandalism. We identify and catalogue the works (author and title). Most importantly, it makes sense to state that this project is in no means an incentive for graffiti creation and acts of vandalism (which are normally associated to street art), but as a project that aims to draw attention to the need of a space that voices out and exhibits this style of art as an independent form of manifestation from vandalism, similar to the example in the Tate Modern Museum, in London. In the new sites located in São Bento and Amoreiras, it’s possible to contemplate the work of various generations of artists from all over the world. The galleries renown such artists like Exas, Creyz, Rote, Eko and Mito, Time, Pariz, Youth, From the Cave, Mace, as well as the international Kenor. Bairro Alto exhibits the works of international artists Dolk and Jef Aerosol, as well as national artists in the making such as Efeito Magenta and O Colectivo Bitmap. To begin your own Ephemeral Museum experience, visit our blog ([www.museuefemero.com]), a space where you may investigate the artists’ work, download audio-guides onto your mp3 (available in Portuguese and English) and even print out a map with various routes you can take to see the works. While you are at it, use the opportunity to get to know a little more about the brand Pampero which has motivated this project. The Ephemeral Museum won’t stop here. New locations, nationally and internationally, are being now considered. Chacho Puebla, Executive Creative Director at Leo Burnett Portugal, states that “The Museum is more alive than ever. The idea of expanding these spaces was in our train-of-thought when we decided to go forth with the project. We’re trying to make it grow, not only in new Portuguese cities but in Europe and other parts of the world. It’s a powerful idea that will certainly make Pampero’s image grow in the market. This is our true objective.”

For more information, consult: [www.museuefemero.com]