Midas secures widespread media coverage for a brand new public art installation by Anthony James, which transforms Oxford Street and celebrates the re-opening of non-essential shops in the UK.
Midas have a long-standing relationship with Opera Gallery and have worked with them since 2018. Founded in Paris in 1994 by Gilles Dyan, Opera Gallery is a modern and contemporary art gallery presenting work by established and emerging artists of the 20th and 21st centuries. Opera Gallery have thirteen exhibition spaces around the world, including in New York, Miami, Bal Harbour, Aspen, London, Paris, Monaco, Geneva, Dubai, Beirut, Hong Kong, Singapore and Seoul.
Kickstarting the campaign Midas PR announced Anthony James’ exhibition to all media in March 2021, sending out a press release one month in advance of the installation launching. Visual arts, culture and lifestyle, news, and broadcast media were priority media targets for Constellations as was situated amongst one of London’s biggest retail streets and coincided with the re-opening of non-essential shops during the COVID-19 pandemic.
Midas secured high quality preview coverage ahead of the installation including Secret London, Arts & Collections, and arranged a staged photocall a couple of days in advance of the launch to allow for night-time photography and to land in the media on the day of launch. Additionally, there were several filming opportunities on-site including with Reuters who interviewed the Gallery Director of Opera Gallery and W1 Curates, as well as an accompanying Zoom interview with Anthony James. The Reuters interview was syndicated onto Yahoo’s international platforms which generated a huge reach.
Over the course of the one-month campaign between March and April 2021 Midas secured 40 pieces of media coverage overall including 6 pieces of print coverage in The Times, The Daily Telegraph, The Sunday Times and Square Mile. Highlights include an image story in The Daily Telegraph, recommendations in quality double-page arts features in The Times and The Sunday Times, as well as coverage in high quality visual arts media including Artnet, Design Week and Arts Industry.
Key media outlets that covered Anthony James’ Constellations include BBC Radio London, The Times, The Daily Telegraph, The Sunday Times, Reuters, Getty, Yahoo, Arts & Collections, Design Week, Arts Industry, Artnet, Plinth UK, My London, iVisit, Culture London, Secret London, Time Out, The Young Londoner, Cool Hunting, Alt Africa, Square Mile Magazine, The American, LUX Review, White Hot Magazine, and Oracle Magazine.
“These huge light sculptures have gone on show online after artist Anthony James found his gallery in New Bong Street off-limits. He said he hoped the work would offer a moment of “escape” for audiences trapped at home in the lockdown” – Evening Standard
“British Mixed-Media artist Anthony James had set to open his first solo exhibition at Opera Gallery in London this month – however, due to the gallery’s temporary closure in the wake of Covid-19, Opera presents the exhibition virtually”– Design Boom
“Light Sculptor Anthony James Gets First UK Solo Show at Opera Gallery” – Arts and Collections
“A fly-through of this exhibition does a great job of showcasing the hypnotic works of Anthony James. Lose yourself in the infinities within his optical illusions” – FAD Magazine