At London’s ICA
6th – 9th April 2003
19th February 2003/… Sony Computer Entertainment UK (SCE UK) today
announced Primal Art, an innovative peek into the world of contemporary
art and the cultural appeal of video games, to be held at London’s
Institute of Contemporary Arts (ICA).
Academic institutions are fast recognising the multitude of valuable opportunities
for graduates in a broad spectrum of creative and technical disciplines
throughout the video games industry. Primal Art offers a unique insight
into the creative potential of this burgeoning cultural business sector,
bringing together not only those from art, animation and design but also
the people who drive the creative process of video games.
Primal Art is designed to be of inspiration to anyone considering a creative
career in the video games industry, art, design and media students and
anyone with an interest in creativity, contemporary graphic art, and video
Inspired by work on the forthcoming PlayStation®2 adventure ‘Primal’,
Primal Art will feature useful seminars and an exhibition of fascinating
graphic art from its makers, the BAFTA Award-winning SCEE Studio Cambridge
and from talented students at some of the UK’s leading universities.
Primal Art will take place between 6th - 9th April 2003 at the ICA.
Modern video games demonstrate unprecedented levels of sophistication
and creativity; freed from bygone technological constraints, artists are
now empowered to realise visuals that closely match their original vision.
The focus of artwork is shifting to explore new ideas and art styles that
can allow a game to stand out from the competition. The creation of the
richly inventive imagery in today’s high-tech games involves a mix
of traditional skills and advanced techniques.
Primal Art aims to demystify this unique vocation with a schedule of fascinating
public seminars and to highlight the “state of the art” with
an attention-grabbing exhibition of related work.
Seminars taking place throughout the event will give visitors an insight
into creative excellence in the computer games industry from the talent
behind some of the UK’s top video games.
The special public exhibition during Primal Art will show off original
artwork from the Primal project, together with pieces from students at
top UK universities and submissions from the general public. A panel of
expert judges will assess all the exhibited work for a “Best of
Chris Sorrell, creative director at SCEE Studio Cambridge, says: “Primal
Art is a world first. The crossover in creative presentation has never
been so evident as it is today and never has it been so clearly manifested
as it will be at the ICA. We hope that this initiative helps to inspire
a new generation of talent so that video games continue to break the boundaries
of imagination with compelling design and evocative imagery.”
Philip Dodd, director of the ICA, says: “The ICA’s delighted
to be a host to such a fascinating event. It crosses the boundaries between
art and technology, culture and business. It’s one of the forms
the future will take.”
– the game
Over two years in the making at the BAFTA award-winning SCEE Studio Cambridge,
“Primal” is a unique and ambitious project that fuses detailed,
realistic visuals and top quality audio with original game play elements,
style and depth. Unprecedented production values and meticulous art-direction
combine to create a compelling, original experience of dark fantasy that
transcends typical videogame adventure formula. US electronic rock band
16-Volt provides a suitably atmospheric soundtrack and members of the
band themselves even make a cameo appearance in the game.
will be available from 11th April 2003 on DVD format and is compatible
with the DUALSHOCK®2 analogue controller. Additional information on
the title can be found at http://www.primalgame.com
Computer Entertainment Europe Ltd.
Sony Computer Entertainment Europe, based in London, is responsible for
the distribution, marketing and sales of PlayStation, PS one and PlayStation
2 hardware and software in 102 territories across Europe, the Middle East,
Africa and Oceania. At the end of September 2002, over 36 million PlayStation
units had been shipped across these PAL territories and over 92 million
Between its European debut on 24 November 2000 and 15 January 2003, over
16 million PlayStation2 units have been shipped across the PAL territories,
over 50 million world-wide, making it one of the most successful computer
entertainment products in history.
and the PlayStation logo, PS one and PS2 are registered trademarks of
Sony Computer Entertainment Inc. All other trademarks are the property
of their respective owners.
information about PlayStation products can be found at http://www.scee.com
of Contemporary Arts (I C A)
The Mall, London SW1
Info/tickets: 020 7930 3647
Damien Hirst, The Clash, novelist Zadie Smith, filmmaker Wong Kar Wai
and digital guru John Maeda are just a few of the people whom the ICA
has showcased since its beginnings in 1947. It's the hub of a global network,
showcasing the best music, film, visual arts, digital work, talks and
performance. Open 13 hours a day, seven days a week.
further information on Primal Art, please contact:
Tel: 01462 456780
Fax: 01462 456781
Issued by: Barrington Harvey, Trooper’s Yard, Bancroft, Hitchin