{"id":554886,"date":"2021-11-18T13:42:19","date_gmt":"2021-11-18T13:42:19","guid":{"rendered":"https:\/\/enterpriseam.com\/egypt\/2021\/11\/18\/spectacle-at-the-pyramids-art-degyptes-forever-is-now\/"},"modified":"2021-11-18T13:42:19","modified_gmt":"2021-11-18T13:42:19","slug":"spectacle-at-the-pyramids-art-degyptes-forever-is-now","status":"publish","type":"post","link":"https:\/\/enterpriseam.com\/egypt\/2021\/11\/18\/spectacle-at-the-pyramids-art-degyptes-forever-is-now\/","title":{"rendered":"Spectacle at the Pyramids: Art D'\u00c9gypte\u2019s Forever is Now"},"content":{"rendered":"

<\/a> Spectacle at the world\u2019s oldest heritage site:<\/strong> If your social media feeds haven\u2019t been flooded with Instagrammers and international celebrities like Pharrell Williams and JR<\/a> posing at the Forever is Now international art exhibition, you\u2019ve likely been living under a rock for the past month. The flood of staged images at the pyramids have become the most iconic feature of the exhibition, with Gen Zers flocking to pose \u2014 not to mention perfect \u2014 shots for their Instagram<\/a> feeds and Tiktok<\/a> posts.<\/p>\n

Long queues of visitors patiently awaited their turn to pose for the camera in front of the most popular exhibits:<\/strong> Russian artist Alexander Ponomarev\u2019s Ouroboros<\/a>, Italian artist Lorenzo Quinn\u2019s Together<\/a>, and Egyptian artist Moataz Nasr\u2019s Barzakh<\/a>. 10 contemporary artists were featured in the exhibition, including American artist Gisela Col\u00f3n, Brazilian artist Jo\u00e3o Trevisan, Egyptian born, Los Angeles- based artist Sherin Guirguis, British artists Shuster + Moseley, British artist Stephen Cox RA, and Saudi Arabian artist HRH Prince Sultan Bin Fahad.<\/p>\n

The exhibition \u2014 the first of its kind ever to be held at the Giza Pyramids \u2014 closed yesterday after an almost month-long run. <\/strong>It was the latest exhibition by multidisciplinary art consultancy firm Art D'\u00c9gypte<\/a>, which prides itself on supporting \u201cthe Egyptian arts and culture scene\u201d and helping to \u201cpreserve Egypt\u2019s heritage and advance the international profile of modern and contemporary Egyptian art, presenting a different view of Egypt to the world,\u201d according to their website<\/a>. The exhibition was held under the patronage of UNESCO<\/a> and with a host of local and international sponsors, including the US Embassy in Egypt. It also included a series of talks at AUC\u2019s Tahrir Cultural Center<\/a> in downtown.<\/p>\n

The exhibition has made headlines a lot, but has also garnered somewhat mixed reviews.<\/strong> After launching to much fanfare, it was extended for ten days due to popular demand. In October, the exhibition made international headlines when customs officials \u201cdetained\u201d the British-built robo-artist Ai-Da<\/a> for 10 days ahead of the opening of the iconic exhibition.<\/p>\n

That super famous installation of an optical illusion of the Great Pyramid? It\u2019s an <\/strong>NFT<\/a><\/strong>:<\/strong> French street artist and photographer JR\u2019s Greeting from Giza<\/a>, which makes it look as if there is a postcard with a giant hand holding up the top of the pyramid, with the top of the pyramid hovering above the rest of it when viewed from the right angle, was created as a non-fungible token or NFT<\/a>. The installation<\/a> has hieroglyphs hidden throughout and is broken up into 4,591 pieces \u2014 the exact age of the pyramids \u2014 is available as an NFT, or 4,591 NFTs to be exact.<\/p>\n

enterprise<\/p>\n

In our opinion, it all had a touch of gimmick to it<\/strong>, reminding us a little of our latest visit to the Museum of Illusions, where we had to be instructed on where to stand and how to take pictures to get it just right. That was one of the reasons that those queues kept getting longer \u2014 visitors had to figure out which angle was right to capture the optical illusion they were seeking (and that they had seen repeated so many times on their socials).<\/p>\n

The site-specific pieces placed the world\u2019s oldest ancient wonders in the spotlight <\/strong>\u2014 <\/strong>but it\u2019s also super grounding. <\/strong>Forever is Now aimed to create a \u201cpowerful curatorial pairing\u201d by placing contemporary art in a historical setting, said Art D'\u00c9gypte founder Nadine Abdel Ghaffar in a video<\/a> promoting the exhibition, a sentiment that was echoed by UNESCO<\/a>.<\/p>\n

But most interesting were the unintended consequences:<\/strong> From the wrong angle, the installations didn\u2019t quite line up or make sense \u2014 the most obvious example of this being British artists Shuster + Moseley\u2019s Plan of the Path of Light<\/a>. If you zoomed out or just looked around, it looked like just about any tourist site in Egypt, with visitors being coaxed into taking camel rides or being carted around on horse and carriage. The construction (and demolitions) in the surrounding area gave the whole affair a little texture, which would have been a tad pretentious without it all.<\/p>\n

The signage didn\u2019t serve the exhibition. At all. <\/strong>If you weren\u2019t wise enough to download the app before you went to the Giza plateau \u2014 which has spotty reception and not much in the way of internet service \u2014 you were likely left with more questions than answers about what the artists wanted to say through their pieces. The plaques, which were erected alongside each installation, were elusive at best, with most not providing any explanation at all of what it was you were looking at.<\/p>\n

But hey, it was super accessible. <\/strong>On the upside, the exhibition was open to anyone visiting the pyramids, including busloads of tourists (who are here en masse to enjoy our balmy November weather). For a mere EGP 45, you could drive your car along the pathway and visit the various exhibits, consulting the exhibition\u2019s app or occasional on-site maps \u2014 or just asking for directions along the way. This wasn\u2019t one of those super exclusive exhibitions for those in-the-know \u2014 just about anyone who could afford to could visit the exhibition, while being reminded of the grandeur of the pyramids.<\/p>\n","protected":false},"excerpt":{"rendered":"

Spectacle at the world\u2019s oldest heritage site: If your social media feeds haven\u2019t been flooded with Instagrammers and international celebrities like Pharrell Williams and JR posing at the Forever is Now international art exhibition, you\u2019ve likely been living under a rock for the past month. The flood of staged images at the pyramids have become […]<\/p>\n","protected":false},"author":1,"featured_media":554887,"comment_status":"closed","ping_status":"open","sticky":false,"template":"single-feature.php","format":"standard","meta":{"_acf_changed":false,"newspack_ads_suppress_ads":false,"newspack_popups_has_disabled_popups":false,"newspack_sponsor_sponsorship_scope":"","newspack_sponsor_native_byline_display":"inherit","newspack_sponsor_native_category_display":"inherit","newspack_sponsor_underwriter_style":"inherit","newspack_sponsor_underwriter_placement":"inherit","ep_exclude_from_search":false,"_primary_brand":0,"newspack_featured_image_position":"","newspack_post_subtitle":"","newspack_article_summary_title":"Overview:","newspack_article_summary":"","newspack_hide_updated_date":false,"newspack_show_updated_date":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[9842],"tags":[2691,633,238],"brand":[],"newspack_spnsrs_tax":[],"class_list":["post-554886","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-arts-culture","tag-arts-culture","tag-enterprisepm","tag-tourism","wpautop","entry"],"acf":{"mongo_id":"76e78afa-6ed3-41c3-86a1-587e52ffca3c","is_powered_by":true,"story_type":"1","photo_url":"https:\/\/ent.news\/2021\/11\/178.jpg","photo_position":"above","related_issue":[554877],"teaser":"","voice_url":""},"yoast_head":"\nSpectacle at the Pyramids: Art D'\u00c9gypte\u2019s Forever is Now - EnterpriseAM Egypt<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/enterpriseam.com\/egypt\/2021\/11\/18\/spectacle-at-the-pyramids-art-degyptes-forever-is-now\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Spectacle at the Pyramids: Art D'\u00c9gypte\u2019s Forever is Now\" \/>\n<meta property=\"og:description\" content=\"Spectacle at the world\u2019s oldest heritage site: If your social media feeds haven\u2019t been flooded with Instagrammers and international celebrities like Pharrell Williams and JR posing at the Forever is Now international art exhibition, you\u2019ve likely been living under a rock for the past month. 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Hosted by local consultancy Art d'Egypte, the grande exhibition opened last Thursday and will run through Wednesday, 30 November. Some 500k people attended last year\u2019s run, while over\u2026","rel":"","context":"In "FOR YOUR COMMUTE"","block_context":{"text":"FOR YOUR COMMUTE","link":"https:\/\/enterpriseam.com\/egypt\/category\/for-your-commute\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/ent.news\/2022\/11\/570.jpeg?fit=%2C&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":581021,"url":"https:\/\/enterpriseam.com\/egypt\/2023\/02\/01\/check-out-art-exhibitions-or-listen-to-zar-styles-tonight-and-gear-up-for-a-busy-weekend\/","url_meta":{"origin":554886,"position":1},"title":"Check out art exhibitions or listen to Zar styles tonight \u2014 and gear up for a busy weekend","author":"enterpriseam admin","date":"1 February 2023","format":false,"excerpt":"? OUT AND ABOUT- (all times CLT) Ubuntu Art Gallery is hosting Once Again, an exhibition showcasing artist MohamedKhedr\u2019s work, from 11am-8pm everyday, except Fridays, through 7 February.Mazaher ensemble (Zar) are playing tonight at the Egyptian Center For Culture & Arts \u2013 Makan at 8pm, fusing three different styles of\u2026","rel":"","context":"In "ENTERPRISE RECOMMENDS"","block_context":{"text":"ENTERPRISE RECOMMENDS","link":"https:\/\/enterpriseam.com\/egypt\/category\/enterprise-recommends-2\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/ent.news\/internal\/536550.png?resize=350%2C200&ssl=1","width":350,"height":200},"classes":[]},{"id":556385,"url":"https:\/\/enterpriseam.com\/egypt\/2021\/10\/24\/egyptian-authorities-throw-uk-robot-ai-da-in-the-clink\/","url_meta":{"origin":554886,"position":2},"title":"Egyptian authorities throw UK robot Ai-Da in the clink","author":"enterpriseam admin","date":"24 October 2021","format":false,"excerpt":"Leading the conversation in the foreign press this morning: Customs officials last week \u201cdetained\u201d British-built robot Ai-Da for 10 days. The Guardian suggested the robot\u2019s entry was blocked for reasons that \u201cmay include concerns that she is part of a wider espionage plot.\u201d Ai-Da, an abstract robo-artist which uses its\u2026","rel":"","context":"In "EGYPT IN THE NEWS"","block_context":{"text":"EGYPT IN THE NEWS","link":"https:\/\/enterpriseam.com\/egypt\/category\/egypt-in-the-news\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/ent.news\/internal\/536550.png?resize=350%2C200&ssl=1","width":350,"height":200},"classes":[]},{"id":610173,"url":"https:\/\/enterpriseam.com\/egypt\/2023\/11\/15\/catch-the-last-few-days-of-the-ibero-american-film-week-and-forever-is-now-head-to-arts-marts-latest-exhibition\/","url_meta":{"origin":554886,"position":3},"title":"Catch the last few days of the Ibero-American Film Week and Forever is Now + Head to Arts-Mart\u2019s latest exhibition","author":"enterpriseam admin","date":"15 November 2023","format":false,"excerpt":"? OUT AND ABOUT-(all times CLT) Ibero-American Film Week has kicked off and will continue until this Saturday, 18 November. Catch a different film every day at 6:30pm at Zawya cinema, Downtown. Catch the full lineup of titles here. Entrance is on a first-come, first-served basis.What does freedom mean to\u2026","rel":"","context":"In "ENTERPRISE RECOMMENDS"","block_context":{"text":"ENTERPRISE RECOMMENDS","link":"https:\/\/enterpriseam.com\/egypt\/category\/enterprise-recommends-2\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/ent.news\/internal\/536550.png?resize=350%2C200&ssl=1","width":350,"height":200},"classes":[]},{"id":586935,"url":"https:\/\/enterpriseam.com\/egypt\/2023\/05\/18\/the-sound-and-light-show-is-back-at-the-giza-pyramids\/","url_meta":{"origin":554886,"position":4},"title":"The Sound and Light Show is back at the Giza Pyramids","author":"enterpriseam admin","date":"18 May 2023","format":false,"excerpt":"? OUT AND ABOUT-(all times CLT) The iconic Pyramids Sound and Light Show is back: The show will open at the Giza Pyramids tonight, with shows running until Saturday, 20 May and again from Wednesday, 24 May to Saturday, 27 May. The show will be narrated in English starting at\u2026","rel":"","context":"In "ENTERPRISE RECOMMENDS"","block_context":{"text":"ENTERPRISE RECOMMENDS","link":"https:\/\/enterpriseam.com\/egypt\/category\/enterprise-recommends-2\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/ent.news\/internal\/536550.png?resize=350%2C200&ssl=1","width":350,"height":200},"classes":[]},{"id":587302,"url":"https:\/\/enterpriseam.com\/egypt\/2023\/05\/24\/catch-the-last-day-of-an-expressionist-art-exhibition-pyramids-sound-and-light-show-kicks-off-again-today\/","url_meta":{"origin":554886,"position":5},"title":"Catch the last day of an expressionist art exhibition + Pyramids Sound and Light Show kicks off again today","author":"enterpriseam admin","date":"24 May 2023","format":false,"excerpt":"? OUT AND ABOUT-(all times CLT) Today is your last chance to enjoy this expressionist depiction of Egypt\u2019s rural communities: Artist Omar Abdel Zaher\u2019s latest art exhibition, Roots, is still running through this Wednesday, 24 May. The exhibition is \u201ca sincere, impassioned exploration and meditation on the modest and down-to-earth\u2026","rel":"","context":"In "ENTERPRISE RECOMMENDS"","block_context":{"text":"ENTERPRISE RECOMMENDS","link":"https:\/\/enterpriseam.com\/egypt\/category\/enterprise-recommends-2\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/ent.news\/internal\/536550.png?resize=350%2C200&ssl=1","width":350,"height":200},"classes":[]}],"_links":{"self":[{"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/posts\/554886","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/comments?post=554886"}],"version-history":[{"count":0,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/posts\/554886\/revisions"}],"acf:post":[{"embeddable":true,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/afternoon\/554877"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/media\/554887"}],"wp:attachment":[{"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/media?parent=554886"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/categories?post=554886"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/tags?post=554886"},{"taxonomy":"brand","embeddable":true,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/brand?post=554886"},{"taxonomy":"newspack_spnsrs_tax","embeddable":true,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/newspack_spnsrs_tax?post=554886"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}