As federal funding for art is being challenged, corporations such as H�agen-Dazs have taken the lead in sponsoring public displays. In 2001, the brand launched the Art of Pure Pleasure, a campaign commissioning public art work. John Henriksen of H�agen-Dazs:
�H�agen-Dazs believes that it�s very important to take a leadership role in providing corporate sponsorship in support of the arts. It�s relevant to our consumer, and the campaign is one way for the brand to give back to communities.�
On September 15th at 7:45 pm, H�agen-Dazs celebrates Central Park�s 150 birthday by sponsoring Light Cycle, a pyrotechnic display by artist Cai Guo-Qiang in collaboration with fireworks by Grucci. Phil Grucci:
�We�re utilizing the size of the reservoir to create this thousand foot high circle of light. It�s going to be spectacular - ending with a white light scene that�s going to turn the park from evening into daylight.�
For more information, log on to H�agen-Dazs-dot com.
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