The Challenge:
When Emotive moved to Coogee, we didn’t just want to be the agency by the beach, we wanted to be a beacon of creativity in the area.
So, we’ve launched The Alfreda Street Project to inspire and attract more creativity and creative businesses to our community. The project centres around a giant mural on the side of our 27 Alfreda Street HQ upon which we invite artists to paint thought-provoking works, for Coogee locals and visitors to be inspired by. Launched with ‘Greetings from Koojay’ by Jordan Ardler, it’s refreshed twice a year and supported by a gallery exhibition (within Emotive’s office) of the artist’s broader work and a cover and editorial feature in The Beast, the premier monthly magazine for the beaches and bays of Sydney’s east.
Our current mural is by elusive artist Renny Pike, who creates incredible fantasy worlds that could be described as the pure essence of childlike innocence or the manic scribblings of a mind beyond the brink. Whatever you interpret it as, we’re delighted to have brought it to Coogee.
In addition to the mural, Emotive purchased a number of original artworks from Renny Pike which were sold at a gallery exhibition, with all proceeds going to Clovelly Public School’s new art space. This donation will be supported by an inspiring creative workshop at the school, based on Renny’s colourful and free-forming character art.
