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The Big Idea - Presented by Scion Installation LA

Scion Installation LA presents: The Big Idea


Scion presents: The Big Idea

Curated by Monsieur L'Agent of Paris, France



June 25 - July 16, 2011

at Scion Installation L.A.
3521 Helms Ave. (at National), Culver City, CA 90232

With a roster of art directors, illustrators and graphic  designers, Monsieur L'Agent has forged a reputation for delivering innovative graphic solutions to a range of projects and briefs. For this, their first official group show, all the participating artists were given the same brief: Design a billboard that illustrates your interpretation of "The Big Idea" - the term coined by George Lois - one of the advertising world's great art-directors.  


"The search for The Big Idea: to solve a specific communications problem with words and images that catch people's eyes, penetrate their minds, warm their hearts, and cause them to act… the passionate belief that creativity can solve almost any problem - The Big Idea, the defeat of habit by originality, overcomes everything. Great graphic communication depends on understanding and adapting to the culture, anticipating the culture, criticizing changes in the culture, and sometimes helping to change the culture…." – George Lois

This exhibition can be seen as a homage to George Lois' talent in visual communication, a way to evoke the world of advertising in a subtle and more artistic manner than the simple promotion of a product.

Scion Installation LA presents: The Big Idea


The featured artists are: Andy Rementer (USA), Anamorphée (France), Check Morris (France), //DIY (Switzerland), Douglas Lee (USA), Emily Forgot (UK), Honet (France), Ill- Studio (France), La Boca (UK), Leslie David (France), Mario Hugo (USA), Mathias Schweizer (France), Sanghon Kim (France), and So-Me (France). 

Scion Installation LA presents: The Big Idea


The opening reception takes place on Saturday, June 25th, 7 – 10 p.m. at Scion Installation L.A., 3521 Helms Ave. (at National), Culver City, CA 90232. The reception is FREE. There will be complimentary valet parking and an open bar with artists in attendance. The exhibition will run until July 16th, 2011. To RSVP go to...

About the curator
Monsieur L'Agent is a creative agency, which brings together some of today's most talented art directors, illustrators and graphic designers. Born from the friendship between two people and their shared love of visual arts, Alexis Le-Tan and Romauld Stivine's roster has been offering appetizing visual solutions to a wide range of clients since 2007.

About Scion Installation L.A.
Dedicated to fostering independent artistic expression, Scion Installation L.A. is space that allows artists to explore their creative visions. Scion Installation L.A. hosts art shows and art-related events for cutting-edge contemporary artists from across the globe. One-hundred percent of all sales go directly to the artists. Gallery hours are Wednesday through Saturday 11am to 6pm.

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