Five museums say they are organizing the largest outdoor art show to showcase American art nationwide this summer.
Beginning Monday, curators are asking the public to vote online to choose which artwork will be featured on 50,000 displays for the "Art Everywhere" initiative in August. Members of the Outdoor Advertising Association of America are donating the space.
Museum directors hope the project, called Art Everywhere, will draw more visitors to their galleries, while the Outdoor Advertising Association of America, devoting about $500,000 to the effort, is betting that great artworks will make looking up fashionable again, the New York Times reported.
Museums have nominated 100 artworks to choose from. They include Jasper Johns' "Three Flags," Grant Wood's "American Gothic," Gilbert Stuart's "George Washington" and Edward Hopper's "Nighthawks." Other artists include Mary Cassatt, Georgia O'Keeffe, Mark Rothko and Andy Warhol.
Since the web has pulled dollars away from billboard advertising, some in the advertising industry see it as a move to get millions of Americans to “take your head out of your phone,” Rob Schwartz, global creative president of TBWA, the worldwide advertising agency, told the New York Times.
Participating museums include the Art Institute of Chicago, Dallas Museum of Art, Los Angeles County Museum of Art, National Gallery of Art and Whitney Museum of American Art in New York.