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BRANDING NEWS: BT gets arty on back of Tate sponsorship

BT Global Services aims to raise brand awareness amongst its target customer base outside the UK – multi-site organisations including businesses and government – with the 'BT Connected World Art' project.

The new project called 'Plunged in a Stream' aims to demonstrate the importance of technology in responding to new challenges and creating business opportunities. It was unveiled at the Coudenberg Palace archaeological site in Brussels on April 15 and designed by Turner-Prize nominated British artists Langlands & Bell.

The piece revolves around the theme of revealing the river Seine which is completely hidden beneath Brussels. Langlands & Bell created a three dimensional virtual model of the Coudenberg site, incorporating video and sound relating to the river.

Danny Garvey, VP of marketing at BT Global Services, comments, “We asked the artists to creatively explore the ways in which the technologies could interact with our environment and link people or places in different spaces, geographies or time zones.

“We have already seen new ways in which we might develop future conferencing services,” Garvey adds.

BT Global Services will reveal another project at the end of May in Madrid by Spanish artist Montserrat Soto, and a third commission is planned for New York later this year.

BT has sponsored Tate Online since 2001 and has found this an effective vehicle.


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