A new program from the Contemporary Art Gallery in Vancouver allows viewers to access art via a drive-thru window.
"It's innovative," says Ian Grais of Rethink Advertising. "It uses the gallery space and it's an accessible way to see art."
Drivers can pull up to the kiosk and select from one of six short videos from Vancouver artist Brady Cranfield. Each piece from the series, called Day Tripper, is modelled after a hypothetical day in the life of a Vancouverite.
Gallery director Christina Richie says the program blurs the distinction between art and marketing.
"I prefer to think of it as outreach," she told CBC Vancouver.
The gallery opened the drive-thru window Wednesday night and offered $5 gift certificates from Starbucks to the first 50 patrons.
Exhibit visitor Chris Raedcher enjoyed the convenience of the exhibit but was confused by its message.
"I think its kind of so deep I don't get it," he said.
Ironically, the Day Tripper segments feature a man walking — and not driving — through Vancouver.
Making art more accessible to motorists is not new in Canada. The Norfolk Arts Centre in Simcoe, Ont., has run the Simcoe Drive Thru Art Gallery for the past seven years. But the Simcoe initiative is decidedly low-tech. Murals and paintings are placed along town streets and not in a dedicated drive-thru window.
The exhibit, which runs until the end of August, is open from 6 p.m. to 6 a.m.