sam work
BALTIC
International Centre for Contemporary Art, Gateshead
When BALTIC, the major new international centre for contemporary art opened on the banks of the River Tyne in 2002, it was the heart of the regeneration of the Gateshead Quays. It also symbolised a new breed of public art space, a multipurpose ‘Art Factory’ of studios, galleries, cinemas, media lab and archives, presenting a constantly changing programme of exhibitions and events.
In a prestigious commission, sam was asked to produce an outline marketing strategy, market context and strategic overview that would support BALTIC's opening phase and help inform the early years of its development.
sam looked closely at the BALTIC site and its context, focusing on both its spatial and locational dimensions. We carried out a comprehensive examination of attitudes towards contemporary visual art from a regional, national and international perspective. We also provided detailed analysis on the economic, social and geographical factors that would impact on the immediate and ongoing success of such a large-scale cultural provision.
Three years later, and BALTIC has become a contemporary art space of international renown, and a major force for cultural regeneration throughout the region.
