48Sheet Launch / by Claire Farrell

48Sheet Launch

Birmingham, 2012

The billboard is dead. Long live the billboard.

In April 2012, one hundred 10ft x 20ft 48Sheet advertising billboards were utilised as platforms for art by 30 artists to transform the city of Birmingham into an urban gallery.

Regional, National and International artists created large-scale work to exhibit within public space, in response to the projects overarching theme curiosity confusion.

48Sheet created a large-scale artistic intervention across the city of Birmingham with the intention to disrupt everyday commutes and journeys across the city and parts of the region.

Artists responded and challenged the repetitive rhythm of a traditional advertising campaign to create a network of unique and distinctive responses that raised the levels of consciousness that questioned our everyday consumption of advertising.

Advertising free clusters of billboards were selected and mapped to create several cycling and walking routes to encourage people to navigate, explore, discover and rediscover their city from a different perspective.

The 48Sheet launch party involved a guided tour in three vintage Midland Red buses, Dj’s and music in The Mailbox Birmingham.