Art exhibition aims to be ‘catalyst’ for reinvigorated cultural scene

AMMAN — Using art and culture to break geographical boundaries, a new art exhibition will be held in the capital later this year, aiming to bring together local and international artists to share experiences and knowledge. 

Italian artist Beatrice Biasini, who is the project’s curator, said on Monday the initiative, titled “Zara Contemporary”, will be the impetus for the local art scene to take “a leap into the future”.

The project, organised by Zara Centre and iJordan, will not only combine talents from the East and West , but will also create a space for collaboration between Jordanian, regional and international artists, she added.

“I realised that in this country there is hunger for cultural [activities]. I come from a country [whose] biggest asset is culture… Culture is the most efficient way to overcome clichés, get connected and grow,” Biasini said.

“There is so much potential that has to be unveiled. The desire for culturally relevant and accessible events is huge,” she added.

The artist noted that contemporary practices are perceived as distant and difficult to understand, and that there is a lack of artistic education, “but this should not be confused with a lack of interest”, Biasini argued.

“We believe that we have to push [the local art scene] to have works that haven’t been seen before, in between different arts… We want the people to love it. If people understand it, then it will be easy for them to love it.”

 She said the event will be “multi-layered”, including entertainment, educational, artistic, fashion-related and business events. 

The project will use different events to reach out to the public, allowing artists to find “fertile soil to grow”, Biasini said. 

“The sociopolitical situation in the region [has] made it possible for Jordan to emerge as a stable country in times of turmoil. We believe this might be an opportunity for Amman to emerge as a centre to [embrace] this ability through culture and innovation,” she added.

Organiser Abdullah Assadi said the project will provide the public with a space to explore new territories of culture and innovation.

“Through exploration, we will discover new talents [and] ideas.  By fostering these new talents, we will get new work and new initiatives. 

“We want to connect the people on a new scale; breaking boundaries not only on a geographical level, but also artistically and professionally. Explore, create, and connect,” Assadi said.

He said the project will be the “catalyst” for the art and cultural movements in Jordan “to create an environment where every piece has its own place. [An environment] that nurtures the [quest] for new ideas; to make them grow into their fullest potential”. 

The programme will be divided into two sections, with the “Prologue”, to be held from July to September, including workshops, artist residency programmes and contests, Assadi said. 

The second part of the programme, titled the “Experience”, will include talks, gatherings, music and art events, performances and film screenings, and will be held from October 4 to 14, according to organisers. 

Managing Director at iJordan, Lana Saqqa, said organisers have been working on the project’s plan and agenda for over six months, with the main aim being consistency.

“We care about starting a programme with a long lifespan… We are trying to create a real platform for artists to be able to interact, make new art and be exposed to contemporary ideas,” she told The Jordan Times.