The Looking Sideways gang are a bunch of artists and boardsport tragics who seek to create a cool space where art and action sports meet. At most big Vans sponsored surf, skate and snow events, they’ll be there, hanging in a tent, showcasing art projects and challenging punters to interact and express themselves. Here is a little video of a project that took place at their Boardmasters show in August 2012, at which they invited artists Ben Allen, Supermundane, Hannah Adamzsek, Owen Tozer, Phil Morgan, Matt Bromley and Matt Sewell to create huge large-scale works which were placed at different sites around Fistral Beach.
They also got the artists to design unique sticker packs – which were then handed out to ordinary festival-goers. Punters, from young frothing kids to gnarled, beer drinking Cornwallians then submitted their masterpieces and one lucky winner had their work turned into a one-off surfboard shaped by Cornish board-maker Adrian Phillips of Fluid Juice. Who said creativity was dead?