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TZID:Asia/Kolkata
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UID:428@mapindia2024.redstart.dev
DTSTART;TZID=Asia/Kolkata:20240223T180000
DTEND;TZID=Asia/Kolkata:20240223T190000
DTSTAMP:20240223T043339Z
URL:https://mapindia2024.redstart.dev/map-events/light-it-up/
SUMMARY:Light It Up!
DESCRIPTION:\nCollage of matchbox labels from Gautam Hemmady’s collection
 \nWhat’s in a label? Matchbox labels\, or covers from different time per
 iods in India have different stories to tell. These labels used to be prom
 inent agents for advertising and manufacturers commissioned special design
 s for their covers. Join us as we delve into a unique collection of matchb
 oxes and talk about the relevance of matchboxes as art\, its histories and
  contemporary reimaginings through playful technological engagements.\nIn 
 2023 Google Arts &amp\; Culture Lab collaborated with artist Harshit Agarw
 al to look at matchbox labels as part of a digital residency. During the r
 esidency he addressed the question of how emerging technologies can help s
 howcase the unique beauty\, stories\, visual language and history of India
 n cultural artefacts\, Harshit worked on an interactive experiment to thin
 k about matchboxes as art and its current relevance in pop culture. The pl
 ayful experiment invites us to journey through India’s bazaars through a
 n interactive story that aims to celebrate Indian cultural heritage.\nIn t
 his session we will delve into how gamification and play can present new p
 erspectives and engage audiences with Indian cultural heritage and artefac
 ts in new and interesting ways. Rucha Vibhute from the MAP team\, artist H
 arshit Agrawal\, and Pierre Caessa from Google Arts and Culture Lab will e
 xplore this idea further. During the session we will also premiere The Man
 y Interrupted Dreams of Mr. Hemmady\, a short film that Amit Dutta has mad
 e based on the collection.\nMAP received matchboxes from Delhi-based archi
 tect Gautam Hemmady\, who has been collecting matchbox labels since 2012. 
 Hemmady donated around 35\,000 matchbox-related objects to MAP. Among thes
 e are unique matchbox labels\, packet and gross labels for cardboard\, and
  plastic and wooden matchboxes manufactured in India as well as abroad. Th
 ere are a wide range of themes that are explored in this collection\, such
  as advertising\, nationalism\, mythology\, cinema\, royalty to name a few
 \, spanning from the mid-19th century to the present day.\n\n
ATTACH;FMTTYPE=image/jpeg:https://mapindia2024.redstart.dev/wp-content/upl
 oads/2024/02/google.jpg
LOCATION:Mazumdar-Shaw auditorium\, 22\, Kasturba Rd\, Shanthala Nagar\, As
 hok Nagar \, Bengaluru\, Karnataka\, 560001\, India
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 a Nagar\, Ashok Nagar \, Bengaluru\, Karnataka\, 560001\, India;X-APPLE-RA
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