
The Parrish Art Museum recently unveiled a four-wheeled work of art-on-the-go. In a new partnership with the Hampton Jitney, the Long Island art institution is sending one work from its permanent collection en route from Manhattan to Montauk and back again, emblazoned on the exterior of a bus from the Jitney fleet. The partnership is one way in which the museum is seeking to re-brand its identity and reach out to the public in the months leading up to the spring 2012 opening of its new, spacious Herzog & de Meuron-designed home. The wraps are produced by SME, a branding firm that works with the Yankees and offered to swathe buses for the Parrish free of charge.
"Obviously we’re different than a sports team," Parrish director Terrie Sultan, a frequent Jitney-rider, told ARTINFO, "but they know how to graphically put something as complicated as an art collection on a bus that’s going to go by you in 15 seconds — unless you happen to be stuck in traffic.
Sultan says that museum officials settled on the design that was "the cleanest, the purest, and got the message out the best." For the inaugural bus wrap, hitting the road tomorrow, the design features William Merritt Chase's 1898 "The Bayberry Bush (Chase Homestead in Shinnecock Hills)," in which ladies pluck ripe fruits in a serene pastoral setting (quite the advertisement for a weekend getaway).
Read more here.
Source (www.artinfo.com)



