VELUX Relaunches Artist Residency Programme with Transforming Spaces Campaign

VICE and leading home improvement brand VELUX are launching a new branded content campaign as part of the relaunch of VELUX’s Artist Residency programme. This year’s campaign, titled ‘Transforming Spaces’, features six artists showcasing their interpretation of the concept ‘Transforming Spaces’ on a co-branded platform on VICE.com. In their works the artists focus on natural light, and how this influences our behaviour and emotions. With this campaign VELUX and VICE not only show how VELUX’s windows transform spaces, but also the importance of natural light in living spaces, especially now that working from home is becoming more and more a part of daily life.

Over the past two years people have been working from home more than ever, and this trend is predicted to continue into the future. VELUX and VICE show how VELUX products are a worthy investment for those who work from home and want to do this in a space that inspires them. For the Artist Residency six artists, duo Maria Bodil (NL); Max Kesteloot (BE); duo Emelie & Susana (SE); Jon Pilkington (UK); Levi Hayes (DK) and Martine Poppe (NO), created works within the Transforming Spaces briefing ‘what role can light play in the transformation of a space, especially now that we’re working from home more?’. The focus here lies on the importance of natural light and the important influence this has on well-being; natural light increases creativity, for example, productivity and a good mood.

The branded content campaign consists of interviews, in which the artists discuss their work, and a branded video with Martine Poppe in which she discusses the important role natural light has in her work as an artist: “As a painter natural light is essential to see the true colours that I’m working with. But beyond that, if I didn’t have natural light in my space I’d just be in a box all day. And with long work hours it would be quite detrimental to my mental health I think, to be locked up like that. [...] I think it’s more important than ever to bring in these kinds of energies. Whether it be a window that allows you to see the world, or the way somebody else has seen the world, through an artwork.” . All content is housed on a co-branded platform within the VICE ecosystem and will be supported through a variety of social assets.

This year’s Transforming Spaces - Artist Residency content campaign is the second collaboration between VELUX and VICE within VELUX’s Artist Residency concept and follows a three-part, written branded content series in 2021.

Jasper Vierboom, creative director, VICE+ NL & BE: "This campaign allowed us to use our inherent knowledge of youth culture and shed a light on young artists across Europe, while simultaneously highlighting the transformative power of natural light – especially now that working from home is looking to stay as part of working life. I'm very proud of what we’ve achieved this second time around with VELUX."

Jim Coates, Northwest Europe region marketing director at VELUX: “Artist Residency has provided a fantastic opportunity to collaborate with a varied group of inspiring artists to showcase the true power of daylight, and the role it has in transforming spaces within our homes – ensuring a healthy indoor climate for work and learning, for play and pleasure”.

Visit the co-branded platform here.