303 created a series of generative artworks, called ‘totems’ - one for each event on the festival calendar.
When a patron shortlists the events they plan to see, they bring together their respective event artworks to create their own festival image, as unique as a fingerprint - a personalised visual representation of their 2011 festival experience. This becomes their avatar, shareable in the Festival’s online art gallery and via social media, and even able to be purchased as a high-resolution print.
An individual totem
A heady array of totems has been created by the citizens of Western Australia, with site visits currently up 34%, and an artistic phenomenon has emerged from one of the most remote capital cities in the world.‘This was a perfect project for 303 - we’re a blend of technical and creative types who love to push the envelope. Like much of this year’s festival, ‘Totems’ was a balance of art and science. Now that we are live, its incredible to watch people play with it, obsess with it, and create unique forms with it.' says Richard Berney from 303 Perth’s Creative Department.