CBS signs up as partner for V&A digital show

by James Quilter , Brand Republic 25-Nov-09, 10:45

LONDON - CBS Outdoor has become the official media partner for the Victoria & Albert museum's digital interactive design exhibition 'Decode: Digital Design Sensations'.

The exhibition, which runs from 8 December 2009 to 11 April 2010, is the first digital show the museum has launched. As part of the deal CBS Outdoor will be promoting it through digital screens on London Underground from 30 November.

The V&A has commissioned artist Karsten Schmidt to create an open source digital artwork to be used as the exhibition's identity. The public will also be able to take the file from the website and send the museum their own versions of the artwork. Three winners will have a chance of seeing them on a CBS digital site.

Cathy Flanagan, V&A marketing manager, said: "The very nature of the exhibition called for an innovative platform for the marketing campaign. CBS Outdoor's giant digital screens therefore provide the perfect medium to promote this exhibition showcasing art by well-established, as well as up-and-coming digital designers.

"This is a unique opportunity for the public to access the tools to play around with the visual identity for the exhibition and see their own artwork on the London Underground. You do not need to be an expert coder, as Schmidt has included instructions for beginners, so we look forward to seeing lots of new digital art pieces."