SYDNEY.- Public restrooms across Sydney Trains stations will soon be transformed into art galleries by outdoor media company Smartbox. Reframed, a new digital art exhibition series, launches this April.

With Reframed, commuters are introduced to up and coming artists and their work. Selecting a new emerging artist to be displayed annually, the exhibition gives the opportunity for the artists to have their work viewed by commuters using the Sydney Trains network. The artist selected for the exhibition is Brisbane based photographer and stylist Evelina Fietisova.

Reframed is an artistic viewing, made possible by outdoor media company Smartbox. Relatively new to the Australian scene, Smartbox is an automated and interactive data-led retail and advertising network reframing the way advertisers speak to consumers.

For Smartbox the aim of Reframed is to show the beauty and effectiveness of restroom media by occupying the digital displays with something unexpected: art.

Smartbox Director Navdeep Tuteja said “Smartbox provides a platform for emerging artists to reach millions of new audiences with their work.”

“This exhibition also provides a unique opportunity for us to reframe the perception of advertising in public restrooms throughout the Sydney Trains network,” said Tuteja.

Reframed launches this April with approx. 200 screens being switched on in the restrooms of the following Sydney Trains stations: Blacktown, Bondi, Burwood, Central, Chatswood, Edgecliff, Epping, Gordon, Hornsby, Hurtsville, Kogarah, Liverpool, Martin Place, Miranda, North, Parramatta, Penrith, Redfern, St. Leonards, Strathfield.

The artist selected for the inaugural exhibition is Brisbane based photographer and stylist Evelina Fietisova. Created specifically for Reframed, Fietisova’s exhibition challenges public perceptions of masculinity, femininity and traditional ideals of beauty by showing a series of models - male, female and transgender - shot as if in the glossy pages of Vogue. Fietiova has styled the models in a way that their gender does not immediately appear evident, proving that beauty is not bound by society’s notions of male and female gender norms.

Of her work, Fietisova said, “In my work I love experimenting with fashion and try to push the boundaries of what’s considered ‘normal’ in society. I believe that a man in a dress can look as captivating as a woman, just like a woman wearing a suit and tie can appear strong and confident. The stigma around sexes in fashion is irrelevant and I try to illustrate the beauty I see in it through my work.”

“In a world that profits from your insecurities, liking, accepting and being proud of yourself is a rebellious act. I want everyone to be able to see beauty in themselves and the world around them and to stop judging those who are different,” added Fietisova.