2 October 2009
The 2010 Fine Art project, a visual celebration of the world’s most-watched sporting event, is assembling an international collection by some of the world’s leading contemporary artists to promote African visual arts and Africa as a powerful cultural destination.
2010 Fine Art is a South African company that has acquired a global licence to produce and distribute fine art related to the 2010 Fifa World Cup – the first time in the 80-year history of the tournament that Fifa has granted such a licence.
And according to general manager Rob Spaull, the project will be one of the largest international art collaborations in history.
“We are assembling an international collection by some of the world’s leading contemporary artists that celebrates Africa and the Fifa World Cup,” Spaull said in a a statement last month.
“With five artists from each nation that qualifies to play in South Africa, we will have 160 original works from every corner of the globe.
“Add to that the exceptional pieces being assembled for the 2010 African Fine Art Collection, and the fact that we will be exhibiting not only here in South Africa but in all 32 countries during 2010, and you start to get a sense of how big an opportunity this is to promote African art and Africa as a destination of choice.”
According to Spaull, 2010 Fine Art is busy adding artists to its international and African collections, and has begun to identify and appoint gallery partners in the 32 countries where it will be exhibiting.
“The second phase of development will see the creation of a three-dimensional virtual art gallery in which all of the works from both collections will be able to be viewed online as part of a seamless virtual walkthrough,” Spaull said.
The 2010 Fine Art website – www.2010fineart.com – allows visitors to see which countries have qualified for the World Cup and what art is available from each. As new teams qualify, their art will be loaded and updated.
“Art is a language common to all,” says Spaull. “It opens windows of understanding between foreign cultures, and unites peoples who might otherwise share no common experiences. Sport, like art, creates bridges between cultures, and brings people together through shared excitement.
“The eyes of the world are turning to South Africa as never before. We must make every use of these global opportunities to promote African visual arts and Africa.”