Gujarati Grans Shine on Piccadilly Circus’ BillBoard

Hetain Patel is a celebrated British artist of Gujarati Indian descent who frequently works with family members, exploring the creative potential inherent in familial bonds and domestic settings. 

‘Baa’s House 11’ is a poignant new commission for CIRCA alongside Film London showcasing a first-generation immigrant matriarch towering over the streets of London, Milan, New York, Seoul and Tokyo throughout November.

Exploring themes of immigration and identity on a global stage, ‘Baa’s House 11’ pays homage to Patel’s grandmother, performed by Indian Kathak dancer, Vina Ladwa. Co-opting billboard spaces in five major cities, Patel shows his grandmother looking out from the screen, empowered in everyday labour, whilst surveying passers-by watching below. Typically under-represented in such spaces of mass media and advertising, the matriarch challenges audiences around the world to confront the power of such torchbearers of cultural heritage within the migrant community.

Patel, winner of the 12th Film London Jarman Award notes: “I am interested in a representation of my grandmother occupying this space instead, striking, and powerful in her domestic action…. The invitation to occupy such iconic spaces around the world is huge – physically, artistically, and culturally. Working at this scale is both daunting and thrilling. I can’t wait to share this new commission with audiences in London and beyond.”

The film will play at Picadilly Circus in London every night of November at 8.20pm. 

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