Unit London presents digital exhibition of works by old masters
Mayfair-based gallery Unit London has launched a groundbreaking exhibition of digital replicas of six Italian masterpieces. Each limited edition, blockchain-certified artwork was created in a partnership between Cinello and major cultural institutions including the Uffizi Gallery, Pinacoteca di Brera, Complesso Monumentale della Pilotta di Parma, and Veneranda Biblioteca Ambrosiana.
Eternalising Art History presents iconic works by masters such as Da Vinci, Caravaggio and Raphael, several of which have never previously been displayed in the UK. The exhibition creates an opportunity for new audiences to engage with these historically-significant artworks, increasing accessibility to world-class museum collections and providing participating institutions with sales revenue to support their conservation programmes.
Flint Culture was briefed by Unit London to direct communications for the launch of the Eternalising Art History exhibition. Our wide-ranging remit comprised communications strategy development, management of international media relations, commissioning film content and image assets, exhibition events management and stakeholder relations management.
Our campaign realised over 125 pieces of press coverage across 34 countries, with campaign coverage highlights including The Guardian (UK), The Times (UK), London Evening Standard (UK), France 24 (France), 20 Minuten (Switzerland), Xinhua News Agency (China), La Nación (Argentina), Le Soleil (Canada), Artnet (US) and ArtDaily (US).
“Using blockchain technology, this fascinating show displays perfect digital copies of works by old masters – and they’re for sale, with proceeds going to museums devastated by Covid”. – Melisa Baksh, The Guardian
Lead image credit: Amedeo Modigliani Testa di Giovane Donna (Head of a Young Lady), Conceived in 1915 and digitised in 2021 DAW® (Digital Artwork), Image by Perry-James Sugden.
