The Kimmel Center as well as the Greater Philadelphia Marketing and Tourism Corporation formally announced today the 2011 Philadelphia International Festival of the Arts in a press conference at the Perelman Theater. PIFA is the brainchild of Anne Ewers, President and CEO of the Kimmel Center.

PIFA promises collaboration, innovation, and creativity among the Philadelphia cultural scene and aims to combine uncommon art forms to create new sounds, sites, and talents. The Orchestra and two Philly DJ’s performed a mash-up on stage to demonstrate the collision of genres. PIFA is all about creating “PIFA Moments” and encourages everyone to “Join the Moment,” using the former as their official slogan. The visual representation of PIFA is a cube, to be seen throughout the festival in both abstract and concrete renditions.

Inspiration for the festival comes from Paris 1910-1920, arguably one of the most influential periods in defining the art of today. It is yet to be determined if PIFA will have the same influence as the Parisian decade, but the attempt to do so is inspiring for Philadelphians as well as hopeful for the city’s tourism.

The $10 million in funding was received by the Annenberg Foundation, one of the last acts of philanthropy from Leonore Annenberg. Mayor Nutter appeared at the conference, endorsing the importance of globalizing Philadelphia’s cultural talent and drawing the outside world into our city from April 11, 2011 to May 1, 2011.

Some video footage of the mash-up performance from the event can be seen here.

2011 Philadelphia International Festival of the Arts

PIFA Manifesto

Paris Inspired PIFA