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With this project we aim to bring small, accessible artworks to audiences who may not be familiar with contemporary art. The price (99p) refers to the convention of ending prices with 99 (pounds or pence) to encourage people to buy. However, the use of ice cream vans recalls the childhood desire for "a 99" being something extra to the usual. An ice cream van in winter is also unexpected, and starts us thinking about things in new ways.
Art can be fun and desirable like ice-cream, but the project also suggests that it is marketed as much as any other product. By highlighting the relationship between art and consumption, we hope to encourage people to question consumer culture. This event shows that art can be cheap, sweet and disposable, but still thoughtprovoking.
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