Virtuous Retail opens 2nd edition of Dumas Art Project at VR Surat

Virtuous Retail has announced the opening of the 2nd edition of Dumas Art Project 2014 at VR Surat with over 15 artists and curated art works across key themes such as environment, urbanisation and pop culture. In keeping with Virtuous Retail's commitment to championing public art their VR branded Flagship Centers, the festival provides a platform to emerging artists with art installations on display from February 22 to March 23rd, 2014. Dumas Art Project also marks the Phase III launch of VR Surat, which will celebrate the tourism potential of the city through a campaign titled "Chalo Surat!".

Promoted, hosted and organised by VR Surat, the inaugural Flagship Retail Center from the Virtuous Retail portfolio, the Dumas Art Project follows a series of festivals such as Khoobsurat and Glam Garba that have succeeded in establishing Brand Surat across the nation.This unique street art festival will bring together art lovers and connoisseurs from Gujarat and beyond with the aim to engage with local communities and provide a platform to showcasing contemporary art in new formats and out of a gallery space. Among the spectacular art works displayed on the beautifully designed and landscaped area on Dumas road, is an 18 feet tall installation 'Urbino' that brings into focus the destruction of green spaces in our cities; 'Iridscence' an installation of colourful macro images is inspired by the fast pace of the city of Mumbai; and 'Junk cycle with a tree' takes you back in time and makes you wish for your most valued childhood memories.

Changing the face of retail, VR Surat opened its doors to the public in May 2013 with artist Paresh Maity's 'JalTapi', a life-sized boat installation that today sits in the atrium of VR Surat as part of its permanent collection."We launched Dumas Art Project before our formal retail opening at VR Surat - our flagship center had our first visitors admiring art and culture. This is a reflection of our strong commitment to providing a unique experience beyond shopping to our customers," said Sumi Gupta, Director, Virtuous Retail. "Public art can not only enhance and transform a space but it can bring together communities," she added.

Taking experiential shopping and community engagement to a new level, this initiative also marks the Phase 3 launch of VR Surat that will celebrate the tourism potential of the city through a campaign titled "Chalo Surat!" Anupam Yog, Marketing Director, Virtuous Retail is excited to promote 'Brand Surat': "We believe Surat's local economy will get a boost with the world class infrastructure at VR. Our centers are uniquely designed and provide international standard experiential shopping. Art and culture are an integral part of that experience."

Source : Equity Bulls

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