Clear Channel transforms Stockholm Metro into emotion-triggered art exhibition
In response to research that named Stockholm's population the most stressed in Sweden, Clear Channel has transformed Stockholm's Metro into an emotion-triggered art exhibition in a bid to combat commuter stress.
Stockholm's Metro transforms into gigantic digital art gallery
Stockholm's Metro is internationally renowned for being the world's longest 'art gallery,' as beneath the city's 14 islands, the 70-mile transport link is covered from start to finish in five decades worth of European art history, including paintings, carvings, sculptures and mosaics.
With this in mind, Clear Channel - which owns 250 digital billboards across the Metro - is transforming the public transport service into the world's longest digital art exhibition.
'The Emotional Art Gallery' aims to combat commuters' anxiety by displaying artworks that interactively respond to their mood.
Offering a remedy to feelings such as tiredness, fear and stress, the aim of the initiative is for commuters to experience the art while also influencing it.
The bespoke algorithm used for this installment analyzes dynamic, public data within Google searches, social media, news articles and travel traffic information to interpret if people feel sad, anxious, tired, stressed, irritated or afraid.
Among the participating artists are Swedish designer and motion graphics artist Andreas Wannerstedt and Berlin-based artist Susi Sie, who created the digital art installations for the inauguration of the Olympic Games in Rio in 2016.
Clear Channel Scandinavia's chief product and innovation officer, Finn Wikander, said: “With over 250 connected screens, the Metro is an amazing arena to reach people. However, it is an intense environment in which we would like to create more positive experiences.
"Since our screens reach millions of people every day, we have this unique opportunity of using our technology and infrastructure to try different ways to engage with Stockholm’s commuters, for example a new kind of art experience.”
The digital art exhibition will run from March 7-24 and be displayed on digital billboards throughout Stockholm’s Metro and commuter train system.