HOLLYWOOD, Calif. — Sarah Jessica Parker’s production company is teaming up with reality factory Magical Elves to create a “Project Runway”-type show for the art world.
Parker’s Pretty Matches and Magical Elves are currently at work on the as-yet-untitled, hour-long series, in which 12 aspiring contemporary artists compete for a gallery show, a cash prize and a sponsored national tour. Like other Magical Elves’ reality hits, “Project Runway” and “Top Chef,” the new reality art show will also air on Bravo.
“People tend to think of the art world as being elitist, but it’s something that we consume everyday,” Magical Elves executive Jane Lipsitz said in a statement. “Whether it’s your favorite coffee mug, an ad in a magazine or the mural you drive by on your way to work, art permeates our lives. We look to explore that with this project much in the same way we’ve brought high fashion and the culinary arts to the mainstream in ‘Project Runway’ and ‘Top Chef.’
“We are excited to make the art world feel approachable and relatable, and are fortunate to collaborate with someone who is as passionate about art as Sarah is.”
The 42-year-old Parker, best known for her role of Carrie Bradshaw on the HBO television series “Sex and the City,” will mostly stay behind the scenes as an executive producer of the show, however, she may appear on camera if it makes sense creatively, said fellow Magical Elves executive Dan Cutforth.
Parker, whose “Sex and the City: The Movie” will appear on big screens later this year, has previously appeared as a guest judge on an episode of “Project Runway.”
