This Watchfire 10mm is not used as an advertising sign, but rather as a piece of art called "We Are All Animals". A part of Toronto’s Percent for Public Art Program, the project encouraged artists to compete for a chance to display their visions in the courtyard of a new condominium building. Watch this video to learn more.
The artists on this project, Public Studio, began working with Watchfire partner PCM Electronic Signs in early 2013 with the idea of using an LED sign as part of their art installation. After almost 2 years of planning, demonstrations and even a Watchfire factory tour, the sign was installed on the outdoor courtyard wall of Daniels HighPark Condominiums in Toronto. Every day, people enjoy the display while sitting nearby eating lunch, or coming in and out of the building.
Public Studio manager Lili Huston says, "For the public art commission We Are All Animals, we were looking for not only an LED sign supplier, but a partner who could work with us to realize our concept as artists for this artwork. From day one, Watchfire was willing and very able to work closely with us on the design, engineering, and content development of this piece. We were able to visit the Danville factory in person, which was pivotal to the development of the work and made us confident with trusting Watchfire on this large portion of the installation. Almost one year into the project, and we couldn't be more pleased with the result. As one of the first video pieces commissioned as a public art piece in the city, we are proud to have worked closely with Watchfire to make this project a reality."
Watch the video to learn more.