2 Valentine Ave

2 VALENTINE AVE

CLIENT: INVESTA PROPERTY GROUP

Creative Road prepared a public art strategy for a major moving image artwork for 2 Valentine Ave Parramatta. Key consideration was given to how best to program artworks for the 7m high by 21.5m wide digital screen, maximising impact for the building owner, tenants, and their customers. The strategy recommends the commissioning of site-specific moving image artworks by pioneering Australian visual artists on an annual basis. It provides artists with the opportunity to produce work for one of the largest dedicated art screens in the country and will distinguish the building as a cultural destination, enhancing its reputation and image.

“The strategy for 2 Valentine aims add to the growing perception of Parramatta as a creative place, known for its inclusivity and a City which commissions diverse artists at the cutting edge of contemporary art practice. Artworks will be a testament to the evolving and maturing Parramatta, a world-class city known for its diversity and energy, with people, ideas and creativity at its core.”

Rebecca Townsend, Creative Road Director