Lonarte is an artistic event which aims to create a link between the public and art. They are giant tarps, a kind of banners of artistic expression that accompany the coastline of the beach of Calheta.
Why the choice of tarps?
Luis Guilherme Nobrega: The question of the tarps has to do with how easy it is to scale. When we want that art to reach an audience and we are talking about public art, on the street, we have to use a material that is sturdy and can match what we intend to present. If it's tissue is easily torn by wind. This area has that kind of weather conditions. It is a material that can be printed, move the project artist for the desired scale and expose it on the beach. This project has a lot to do with that. The Lonarte is therefore the use of canvas as a support for art. The name has to do with it.
After a first edition which is your perception of this second.
LGN: Won a lot from the experience. One is to add a second project, in addition to Lonarte that is specific to artists; Calheta More is another way of viewing. As we have seen that the initial project was successful because people came to the beach and the huge curiosity of the tourists towards the tarps and some surprise even by an event of this kind in a place like Calheta. This kind of artistic statement appears in somewhat avant-garde cities, where the public is more aware of such initiatives.
You created Lonarte thinking about a public that normally does not goes to the galleries? That's why you decided to bring it to the street?
LNG: I'm sure of it. It's a bit like what happened to the Galleria of Pleasure when suggested by Patricia Sumares. It was previously an area where people would not see art, but went to see animals and drink tea. If it takes place where the public already exists, that will create more attention to art and an impact on taste, as a habit. Or we can do something more risky, which is to create the space and attract the public and there we have to invest a lot and with great quality, because it takes years to educate an audience. A museum institution takes several years to build his public, just to name one example. Here, people see the pads, take a brochure to learn about the artist's work. Access to the link we provide. You create a taste for art.
The locals are sensitive to art?
LNG: The feedback I have is always very positive, consider the project very challenging, the quality of artists that display both the national and international. Artists end up creating, taking into account the environment where the pads are placed. For example, last year, Pedro Proença alludes to the bikini girls on the beach. He thought what you do? Use your creativity to communicate this environment, which ultimately shows the public that art is very close to us. The artists now seek that connection before creating, they access the blog and worry more and more to design a project in view of the site.
In that sense, the blog is important for this project?
LNG: The project is repeated in terms of blog and image through an interview with the artists that are posted on the Internet. They are placed simultaneously on the blog and on YouTube. That is, I have the experience and is part of our marketing vision is that these channels allow us to know the turnout of people and their source. As for example, Shilpa Gupta, who is an Indian artist, people who know her will come to YouTube, comes to Madeira, Calheta and the Lonarte. That's why we work the effect of a snow avalanche that is the internet, which is that research does not stay in only one location, but from many who come to see us. I think this is an initiative promoting the arts, but also the island for the world. It is believed that take the name Madeira out is sufficient, but it's a lie. What we have to do is create a lot of doors for people to come here. This is one of those doors to know the Islands, through a summer event. Get to know the Lonarte, the beaches, the arts center, or an entire set of offerings that are available to those who visit us. More Calheta is another form of "fishing", which allows an audience not interested in art, have access to other events. There are several components to work together.
http://www.lonarte10.blogspot.com/
http://galeriadosprazeres.com/
