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March 11, 2005



Art and Environmental Activism Converge

The Canadian Film Centre’s Habitat New Media Lab in collaboration with the SEED Collective will unveil an innovative interactive art installation, SEED, during the –scopeNew York Art Fair, March 11th to 14th at Flatotel, 135 West 52nd in New York City. This public interactive art installation invites participants to use their cell phones to plant "seeds" to grow a virtual forest.

"SEED is the first cell-phone driven interactive installation whose purpose is to effect environmental change in the real world. The ultimate goal of this evolving project is to buy a virtual tree seedling to plant in this installation; your cell phone provider will bill you, and the proceeds will be used to reforest certain endangered portions of our planet," said Napoleon Brousseau, artist and founding member of the SEED Collective.

"It is rare to see interactive art projects that have such a direct impact on the health and well-being of the environment. Habitat is thrilled to be co-producing SEED and sees this version as just the beginning of a much larger project – one that will include software tools being developed, formal collaborations with other institutions and the creation of a new type of art collective dedicated to environmental interventions," said Ana Serrano, Director, Canadian Film Centre’s Habitat New Media Lab.

SEED explores the convergence of rich media and wireless technology in the creation of a collaborative and evolving work of art. Through sound and imagery users create and populate a forest together. By dialing a particular number, each audience member will be given a “seed” to grow using the keypads of their cell phones. With each punch of the keypad, audiences have the ability to grow their seeds, choose the type of trees they want to plant, and change their texture and colour. After the three days at the scopeNew York Art Fair, the end effect is that all trees created by audience members will reveal a virtual forest.

Founded in 1988, by Academy Award winning director Norman Jewison, the Canadian Film Centre is Canada’s foremost film, television and new media institution dedicated to advancing Canadian creative talent, content and values worldwide through training, production, promotion and investment. Visit our website at www.cdnfilmcentre.com.

The Seed Collective is comprised of a group of artists, and producers, including founding member artist Napoleon Brousseau, Gabe Sawhney, and Galen Scorer; and producers Caitlin O’Donovan and Ana Serrano. More information can be found at http://www.seedcollective.ca

Posted by jo at March 11, 2005 09:29 AM