An amoosing time for millions viewing cow parade
Print Edition
DURING the National Day holiday, many locals in Shanghai were drawn by 50 colorful and eye-catching cow artworks placed around six city landmarks, including the Bund, People’s Square and the Shanghai Museum. The work was launched by Shanghai Media Group and Halcycon Gallery.
Jerry Elbaum is the US partner for this cow parade project. In 1998, he discovered in Zurich the concept of using life-size, three dimensional fiberglass cows as props for public art exhibits.
He brought the concept to Chicago in 1999 and founded Cow Parade Holdings Corp. The firm produced 500 cows for a New York parade event in 2000 that was seen by 50 million people. It catapulted Cow Parade onto the international stage.
Here in Shanghai, Elbaum was informed by the organizer that the cows were visited by at least 900,000 people daily at the Bund and by more than 1 million at People’s Square during the National Day holidays. The 75-year-old was in Shanghai and talked with Shanghai Daily.
Q: Did you expect such a passion from the Chinese people toward cow parade?
Yes, cow parade is especially appealing to children. Everywhere around the world, I find the smiles radiating from the faces of children are the same.
Q: What’s the importance for cow parade as a piece of successful public art?
Education. Art education is especially important for children to fully extend their imagination and show them how art can lead to creativity.
Q: Is this your first trip in Shanghai?
No, I visited China in 1984 and I stayed in the old Peace Hotel at that time. But now dramatic changes have taken place in this city and country.
Q: What impresses you most in Shanghai?
Architecture.
Q: Did you choose the venues to display cow parade?
No, my Chinese partner chose these venues. In my eyes, the Bund is a perfect venue for cow parade.
Q: Did you even think of other animals to replace cow?
No, cow is a friendly animal in almost every culture around the world. People like cow. It is a universal animal.
Q: What’s the next stop for cow parade?
Maybe Japan, Canada or Columbia. Shanghai is the 80th city for cow parade.
Q: The cows in the cow parade are painted by different people. What is the criteria in selecting these people?
There is no certain criteria. Some famed people are invited to paint on these cows including some artists, but children could also be invited to draw on these cows.
Q: When will these cows be dealt after the exhibition?
They will be auctioned for charity. Here in Shanghai, I know that the money will be used to help disabled children.
Q: How do you benefit from cow parade?
Achievement. I feel proud to bring different cultures together and teach the children around the world. It’s about fun for the families, and the meaning of my life and my full-time job.
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