HEIDE Gallery See something you’ve never seen
The HEIDE Gallery has always stood apart, literally and figuratively, from Melbourne’s art scene. Once a counter-cultural commune on the city’s fringe, it’s since become a gallery dedicated to lesser-known and emerging artists. So, to entice art-dabblers to make the trip out, we challenged people’s natural attraction to familiar art, and instead invited people to see something much more intriguing — something they’ve never seen before.
Working with Getty Images we sourced iconic out-of-copyright artworks from around the world and put our own HEIDE stamp on them.
For those who made the trip to HEIDE, we created merchandise celebrating the artworks they didn’t see. Taking the typical t-shirts, tote bags and souvenirs people buy at gallery gift shops, and putting our own spin on them.