The National Museum of Women in the Arts (NMWA) has launched the first of their public art installation series, Lookout, with artist MISS CHELOVE’s four-story tall mural on the museum’s façade. Though the museum building is currently closed for a major renovation, NMWA continues with their mission of championing women through the arts, featuring monumental artworks across the scaffolding and curating corresponding experiences both virtually and in downtown Washington D.C. through the fall of 2023.
In support of the giant mural, we used a number of out-of-home channels to show that NMWA is very much active and engaged despite the temporary closure of the building. Wild postings—a guerilla tactic of pasting posters—have been going up the past couple weeks and an 18” tall mobile billboard has been driving around the area. A bus shelter ad will also be up from now through most of July. QR codes on the posters point to a virtual walking tour of MISS CHELOVE’s work in D.C. with the NMWA mural as the starting point.
MISS CHELOVE, a.k.a. Cita Sadeli, is a Washington D.C.-based art director, muralist, designer and illustrator whose vibrant work can be found around the D.C. metropolitan area and around the world. Her mural Reseeded: A Forest Floor Flow depicts a woman with traditional Javanese jewelry and with her hands in poses reminiscent of Javanese dance, immersed in botanicals native to the islands of Indonesia. The work is a reflection on the resurgence of the natural world during the pandemic and the critical role of women in ecological activism. Printed on three pieces of scrim and heat welded on site to form a 60-by-40-feet mural, Lookout: MISS CHELOVE will cover the west side of the museum and be publicly viewable to passersby through July 31, 2022.
Lookout: MISS CHELOVE is supported by the DC Commission for the Arts and Humanities.
Images courtesy of Wildpostings, Inc. and Andrew Miller, Billboards2Go
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