An exhibition proposal for The Distillery District, downtown Toronto
Curated and presented by Elias Saoud

The following is an exhibition proposal that hopes to employ the physical collaboration between Architecture and digital photography. The requested site is the historic Distillery District, downtown Toronto. In composing the visual layout of the exhibition, I propose to display six (own) photographic images on specific facades of the historic brick buildings, within the district, using six 1100 Lumens image-projectors that will be mounted to opposing rooftops. The displayed images will consist of three separate yet thematically related series that address architectural materiality, distinct visual point of view and infrared technique. While the site maybe accessed from several adjoining streets, I have assigned the main entrance to the most southern point of Trinity St. Upon entry, the sequential display of the images begins at the immediate west elevation and leads the viewer north then east, allowing for the exploration of the entire designated site. In addition to a more detailed description, this proposal also carries an itemized list of requirements and budget.  

As expected, architecture accounts for a major role within a community. It provides a means of engaging communication between the still and living forms of an urban space. It also aids in preserving the historic identity of a city’s vernacular and built environment. However, the sole physical presence of a built structure does not guarantee acknowledgment from its living surroundings. Considered as lack of interest or daily accustom, such reactions, if continued, may carry a widening gap between a community’s heritage sites and those responsible for celebrating them.

The first in a potential series of exhibitions, “Outside” the Norm – Reconnecting with the Built Environment is a call to the City of Toronto. More importantly, it is a call to all of Toronto’s residents. Presenting a shift from the normal experience of viewing gallery artwork, this exhibition offers a reversal in display settings. Outside the norm employs the liberation from enclosed cube-like spaces and, instead, offers the experience of an “outside” open-air gallery. The exhibition’s main objectives are to acknowledge historic Architectural art forms as well as reconnect the city’s inhabitants with its built environment through the display of thematically supporting and over-arching artwork. 

Included in "Outside" the norm are several of my digital image-works. As a Toronto based emerging artist, I am currently interested in drawing on my previous yet continuing experience within the Architectural field. More specifically, the use of digital photography in emphasizing surfaces, framed composition and distinct visual point of view. Such aspects combine in highlighting what is often ignored, neglected or unnoticed. The six displayed images, seen below, consist of three sets of photographic series. The first two images, as noted on the attached site-plan, welcome the viewers with a close-up display of architectural exteriors and a strong reference to materiality. The third and fourth images highlight built facades through a unique point of photographic capture. The final two images employ the infrared technique of presenting the state of outside environments that is normally obscured to the human eye. As a collection, these exhibited artworks utilize architectural structures as canvases in raising awareness towards the value of the built environment.

The chosen site, The Distillery District, is one of several historically designated exterior spaces in Toronto. Its accessible location and site plan layout are welcomed characteristics for the above proposed exhibition. The large planar facades present ideal surfaces for image projections, while the existing light posts provide the desired amount of gallery lighting as well as an appropriate guide for evening/night public circulation. Also, the close proximity and height of building rooftops cater to the required mounting and operation of the necessary projectors and all related equipment. 

“Outside” the Norm  will prove most effective upon inclusion into the City’s annual summer event schedule for a period of two weeks.  A series of such exhibitions will also help reintroduce various parts of the city’s heritage sites and, in turn, retrigger interest in the community’s erected historic structures. 

In proceeding, the following requirements and budget will ensure the realization of the proposed exhibition:

- City of Toronto permission for exhibiting on public property.
- Reservation of the selected urban site (during the popular summer schedule).
- Buildings and rooftops access for equipment setup.
- Rental of three 32’ Aluminum Extension Ladders ($800/2 weeks).
- Rental of six 1100 Lumens image-projectors c/w mounting accessories ($7,200/2 weeks)
- Three Laptop computers for image display (provided by artist).  
- Insurance fees, to cover artist’s equipment and digital artwork ($4,800/2 weeks).
- Rental of one 10’ truck ($40/2 days).
- Promotion, printing posters and cards, graphic design/website, television advertisement ($5,000/2 weeks)

This exhibition will require no entry fee in an attempt to further encourage public attraction. The city of Toronto may choose to finance the event through acquired sponsorships as well as appropriate on-site concessions.

Total expenses ($17,840) 
Curator and artist’s fee, 20% of expenses ($3,568)

Therefore, the exhibition “Outside” the Norm – Reconnecting with the Built Environment will require a total budget of $21,408. However, creating a moment’s pause in acknowledging one’s historic architectural identity would be valued as priceless.

12.08.2011
elias.saoud@utoronto.ca