New Living Art Concept at the Sainsbury Centre for Visual Arts

I’m thrilled to be an ambassador to the Sainsbury Centre for Visual Arts (SCVA), and their new approach to experiencing their collections is revolutionary. To mark the fiftieth anniversary of the gift of the founding collection from the Sainsburys to the University of East Anglia, they’ve created a dramatic new display in the East End Gallery. Here’s what they say about their new concept:

“At the Sainsbury Centre, we believe that art is alive. We are the first museum in the world to tear down the physical barriers that separate us from art, inviting you to touch, listen, dance, and build a personal relationship with the heart and soul of the artist that manifests within each piece.

The space intends to disrupt a traditional institutional experience and help you find the emotional power of art. You can feel what it is like to be an ‘artwork’ in a museum, encounter art differently, or collaborate on a living work of art. The Sainsbury Centre understands art as alive, and we have created an experience to help you find ways to communicate with it.”

The SCVA has also introduced a Universal Ticket, which allows access to the entire gallery on a ‘Pay If and What You Can’ basis, which is a fantastic way to break down the barriers preventing access to art and the museum/gallery experience.