Can Art Bring People Back to the City?

Economy Fuelled by Creativity

In their ‘Fuelling Creative Renewal’ report, Lord Mayor’s Culture & Commerce Taskforce highlighted the reduced footfall and empty commercial spaces resulting from the pandemic. They emphasised the need for businesses to offer an office experience that attracts staff back from working at home and supports their wellbeing.

Given the fact that the arts and culture industry contributes ￡10.8billion a year to the UK economy and generates a further ￡23billion a year and 363,700 jobs (Arts Council), it’s seen as a key contributor to delivering this initiative.

Collaboration Between Businesses and Artists

City Vistas, a Culture Mile Business Partnership project delivered by City of London Corporation and their curatorial partner Artiq , responds to these post-pandemic shifts taking place in the City. This is a win-win situation for the local businesses and artists: The offices and retailers engage local workers with inspiring content, contributing to their well-being, encouraging a return to the office. And the artists are given a platform to showcase their work. The City also benefits from demonstrating their role in strengthening the resilience of the creative sector.

Art that Empowers People

One of City Vistas collaborations is between artist MAMIMU and CULT VISION , an eyewear boutique. MAMIMU ( June Mineyama-Smithson ) welcomes the project’s idea. “I think art should be accessible to everyone.” says June, whose new NFT collection When a Visionary Dreams is currently showing on a 4K LED display in Cult Vision Barbican store. Inspired by Jonathan Swift’s quote ‘Vision is the art of seeing what is invisible to others’, her hypnotic animated NFTs invite the audience to embrace their introspective world to gain clarity, strength and a vision within.

“A street level exhibition like this is a perfect way to share optimism with the many, especially in a post-pandemic world. I believe that the world will become a better place if, collectively, we feel more optimistic. And all of that starts with an individual’s well-being. For only when one’s body and mind are content, can they develop a vision and tackle bigger tasks.” says the artist.

Marianne Van Gils Nicolaou , Cult Vision business owner shares her point of view on the culture and commerce collaboration: “We need art to drive people to the City, we constantly have to up our game to stay on people’s radars – MAMIMU’s NFT installation truly awakens all the senses and can transfer one to a dreamy state, which I think we all need every so often, away from all the chaos of the real world into a place with less boundaries and more freedom, to let your mind loose.”

This is not the first time MAMIMU brought art to the mass for their wellbeing. Her interest in combining art and science to find the ‘Optimum Optimism’ resulted in an ITV collaboration with neuroscientist Dr Tara Swart as on-screen idents. Which were aired for Mental Health Awareness Month, May 2021 (An ITV Creates Collaboration by MAMIMU & Dr Tara Swart | Mental Health Awareness Week).

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MAMIMU’s carbon-neutral NFT collection is available at Voice.

Credit: Photo by Odera Okoye / Video by Gergana P.