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Dutch broadcast organization VPRO has a long tradition in outspoken design and is now giving artists the space to capture their vision of the VPRO in autonomous work. During the Dutch Design Week, the works that already been incorporated into programs can be seen with comment from the makers
art on television
Every television program in The Netherlands is framed by an ident: short clips before and after a program that ensure the recognizability of the broadcaster. VPRO has given this space to artists for their autonomous interpretation.
The VPRO invited both well-known and emerging artists active in various disciplines, from visual arts, street art and design to animation, fashion and photography. The works of multimedia artist Shertise Solano, designer Jaap Drupsteen, visual artist Streetart Frankey and illustrator Aisha Madu are now on display.
In the coming years, the VPRO will give more Dutch artists the opportunity to use this canvas. With their personal vision and taste they stimulate viewers in their own amazement and interpretation. When the VPRO celebrates its centenary in four years' time in 2026, this will provide a cutout of Dutch art.
During DDW, in addition to the first four idents, three new works can be seen with comment by the artists. Animation collective Job, Joris & Marieke, visual artists Annegien Schilling and textile artist Claudy Jongstra present their new ident.
