Hurley's Prism Break
Combining immersive art with high-tech retailing, Prism Break is a shrewd piece of promo-tainment designed to coincide with the launch of the Phantom 4D range of board shorts by US surf/skate retailer, Hurley.
Created by James Marshall – better known as the New York-based artist Dalek – the exhibition merges Marshall’s love of street art, cartoons, Japanese pop music and the energy of the urban punk scene into one hyper-energised installation.
Featuring floor-to-ceiling multicoloured triangles and spires layered against a background of painted walls, the brand rather grandly refers to Dalek’s handiwork as “the multi-dimensional realisation of art and product”.
The installation began last Friday, August 5, at Hurley's Space Gallery in Costa Mesa, California – a hot art spot located inside the brand's Orange County headquarters. It runs until 30 September 2011. Prism Break reflects a larger global trend for the urban sports scene – see our report: Branding the City, and thread: The Skateboarder’s house.