The fountain at the mall is a destination among the hustle and bustle. It’s a place of gleeful excitement for children throwing coins (who am I kidding? I still like to throw coins in), a rest stop during a busy shopping trip or a meet up point for friends. Every great mall has a fountain. And now, artist Charles Long has reimagined the mall fountain with his sculpture, Fountainhead, installed at Dallas’s NorthPark Mall. Part of the Nasher Sculpture Center’s Xchange program, Fountainhead is a virtual, interactive electronic sculpture that has dollar bills and coins projected on it, which gives the impression of water as they flow down. A zen-like soundtrack plays in the sculpture’s area. Three kiosks equipped with iPads border Fountainhead, each a donation point for one of three charities: Bookmarks, part of the Dallas Public Library located in NorthPark, Dallas CASA and the North Texas Food Bank. Here, visitors can make donations either by dropping coins in a slot or swiping a credit card. A coin will appear on the iPad that donors can flick towards the sculpture, where it makes a virtual splash.
Without a doubt, this sculpture grabbed my attention when I turned the corner at NorthPark. For as much as the fountain at the mall is a destination, it’s also expected and doesn’t change since they’re typically permanently installed, which is part of what makes this so cool. After soaking it all in, I immediately wondered how could this approach translate into something that brands could build on as a promotional show piece – maybe a giant virtual Brita filter sculpture fountain could be set up in Times Square or a huge virtual chocolate sculpture fountain could rain Reese’s Pieces at the NCAA Final Four. Or perhaps, brands could simply sponsor art in their retail space so that every time someone reads the artwork description or stops to make a donation, their logo reiterates brand recognition.
Again, this sculpture is a cool new take on an expected element in a busy retail environment. The fact that three local charities benefit as a result of the piece is a great bonus.
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