Luxottica brings art to Times Square

Luxottica brings art to Times Square

Encouraging everyone to experience the fascination of art, including through unusual and original languages, is essential to nurture a sense of belonging to the community and to democratically share beauty, without limits or boundaries. This approach perfectly fits into Luxottica’s vision of sustainability, which invites us to embrace the beauty of life in all its aspects. Including in art.

Luxottica brings art to Times Square

Back in October 2020, at a time when the pandemic had made it necessary to rethink how artworks could be disseminated in new and innovative ways, Luxottica initially made its digital screens available in Milan to showcase some of Italy’s most important permanent collections. These were the first steps of the Luxottica for Art project, which promotes enjoyment of artworks in unconventional places with high traffic so that as many people as possible can appreciate them and decide to return to admire them in person at their cultural institutions.

Following the success in Milan thanks to partnerships promoted with important museum institutions such as the Pinacoteca Ambrosiana, the Pinacoteca di Brera, the Museo Poldi Pezzoli and the Museo Teatrale alla Scala, Luxottica for Art will continue in Milan with a new partnership starting on May 31 for a month with the Museo Bagatti Valsecchi, a house museum located in the heart of the city that is the result of an extraordinary story of collecting in the late 19th century. On May 1, the project also moved overseas and landed in Times Square, one of the world’s most iconic squares, thanks to the Midnight Moment program.

Midnight Moment is the world’s longest-running digital public art program which, for 364 nights a year, displays the works of celebrated contemporary artists by projecting them on screens in the world’s busiest square. Within minutes of the stroke of midnight, more than 70 billboards in Times Square synchronized and displayed images for the benefit of millions of viewers. This year Luxottica is also taking part by providing a screen in the famous New York square for the entire month of May, from 23.57 to 00.00, on which the latest digital work by famous artist David Hockney, “Remember you cannot look at the sun or death for very long”, will be projected. 

Visit the Luxottica for Art page in the Sustainability section on Luxottica’s website to learn more.

Published on May 24 2021