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.
Launched in 2022, The Alfreda Street Project is our way of inspiring and attracting 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.
Our current mural is by iconic Australian artist and musician Reg Mombassa, best known for his irreverent artwork for surf brand Mambo and his landscape paintings which hang in the Art Gallery of New South Wales, the National Gallery of Australia and the private collections of Elton John and Ewan McGregor to name a few.
Titled “Deep sea mining with bone poles”, the artwork depicts the real life threat of mining the deep sea for rare earth metals and profit. According to Reg: “I have always been sceptical and suspicious of big business. Capitalism has brought many benefits to the world but unregulated capitalism and the vigorous pursuit of profit and expansion have caused irreparable harm to the natural world and to humans. I can’t see how deep sea mining will be any less damaging to the environment than land based mining.”
The mural is backed by a global impact campaign by Deep Rising in partnership with Emotive to rally the world to stop deep sea mining before it starts. The campaign will launch in September and aims to prevent the International Seabed Authority granting licenses for pro-mining nations to mine the Clarion Clipperton Zone, an area in the Pacific Ocean the size of Europe. To find out more on the issue and stay updated on the impact campaign, visit deeprising.com.
