ASH art line is a new project that redefines the nightlife experience by blurring the boundaries between fine contemporary art and experience. ASH brings visual multimedia works, that when projected onto the darks walls, create an all-encompassing and unique audio-visual experience.

 

The art presented within the club setting allows each viewer to fully process their own individual experience. Viewing such works in the context of a nightclub challenges viewers to stretch their imagination and go beyond their consciousness, leaving the daytime behind and allowing new images to take shape. The darkness and sound enable detachment from reality and engender self-reflection and internal exploration. The club is a place where experience can be distorted, challenged, and remained.

 

Like art, the nightclub is also holy (“God is a DJ”) - a place which sanctifies sound, a repetitive beat experienced through the body through movement and dance. Likewise, art experienced in the club is both a visual and bodily experience. 

 

This project is produced by Marina Pozner and Meirav Pry-Dvash who met at the Technion treasures and museology studies. The project is planned as a series of events that will take place each time in conjunction with other club to present Israeli art.