Levi’s Station to Station
The month of September saw Levi’s Station to Station train project rolling from Brooklyn, NY to Oakland, CA in a journey meant to promote art, music, food and fashion. The “art experiment” featured a guest list of artists and musicians including Doug Aiken, Christian Jankowski, Cai Guo-Qiang, Beck, Cat Power, Savages, Dan Deacon and many more, plus food by Alice Waters. This wasn’t your ordinary sleeper car/food car locomotive. Videos, performances, on-hand crafts, sculptures, art installations and even a recording studio were on hand or close by, making the journey more of a collective convoy of talent and creativity than a simple cross-country jaunt.
James Curleigh, president of the Levi’s brand, was on hand to explain how the event featured the collision of digital and analog worlds — for example, a typewriter sent tweets, an old camera was linked to Instagram, and a guitar recorded live to SoundCloud. Living on the train meshed various talents and disciplines of those onboard, all of whom were tasked with finding the “modern frontier”. And did they hunt it out? You’ll have to watch for a clue on that. In any case, all ticket sales and donations supported non-traditional programming at nine partner museums around the country.