Innovative project to go global on digital channel

Middlesbrough Institute of Modern Art’s innovative #wearmima project, in partnership with Teesside University, will be broadcast around the world from late July via the new on-demand digital arts channel The Space.

#wearmima, filmed by experts from our School of Arts & Media, documents members of the public making their own haul video blogs talking and modeling their favourite pieces of jewellery from mima’s incredible collection.

It will launch on the channel on 23 July 2012. From the launch date a hauler a day will be broadcast on The Space.

This is an exciting project for mima and the first time it has undertaken a digital project of this magnitude. It is also the first time that the jewellery collection has been handled and worn by the public and in this way showcases a fresh approach to collecting modern and contemporary jewellery.

The Space, which has been developed in partnership by the BBC and Arts Council, is available free of charge via the internet, smartphones, tablets and Freeview HD. The Space is helping to transform the way people connect with and experience the arts, music and film and give artists space to innovate and experiment.

The 15 haulers who will be showcased on The Space, including BBC Breakfast presenter Steph McGovern, were selected from their screen tests filmed earlier in the year at mima.

The haulers represent a cross-section of the population, ranging in age from 12 to 57 and with diverse backgrounds. There are also a number of haulers with international connections, including 18-year-old Channice Thompson, who was born in Bermuda and only moved to Teesside two years ago to focus on her education.

Channice, who is currently studying fashion design at Stockton Riverside College and wants to work as a fashion journalist, was chosen to wear Ted Noten’s rings. She was chosen because of her enthusiasm to express herself through fashion and art and not following the latest trends.

She has already been prompting family and friends back home in Bermuda to watch The Space to see what she is doing whilst in the UK: 'I moved to Teesside with my mum but the rest of my family are still in Bermuda so it will be great for them to see how I am progressing my dream in the fashion industry. It has been more than half a year since I visited home so it is away for us to connect. My art teacher back home is particularly excited to see #wearmima.

'#wearmima is a great interactive project; when I have been to art galleries previously I have always wanted to touch the pieces and now I have. As soon as I saw the wings rings I wanted to wear them, I love the colours and they suit my style perfectly.'

The haulers also included Chantal Lauper, Luke Marshall, Carli McNaught, Solomon French, Jemma Joy, Bianca Robinson, Michael Comerford, Kirsten Cummins, Shilpa Dhasmana, Lucy Reeves, Sheila Davison, Jordan Bell and Callum O’Reilly.

Rachel French, development manager at mima, said: 'The highly anticipated launch of #wearmima on The Space is nearly here. We are delighted that this innovative project will help to promote the North East’s fantastic art scene across the world.

'Through The Space people the other side of the world will be able to see what is going on in mima and the region. The fact that a number of haulers that are featured in #wearmima have international connections through family and friends makes this even more prominent.'

mima is one of 53 successful applicants for Arts Council funding to make content for The Space, which will showcase some of the most exciting arts events across the UK on a digital platform.

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