In an era of relentless urbanization, global travel and weightless images, the Echigo-Tsumari Art Triennale has pioneered a ground-breaking model of place-based art curation that aims to cast a little edifying rural grit into the oyster of contemporary urban affluence. Centred on a declining, depopulating mountainous area of Niigata Prefecture around Tokamachi city, the project aims to bring people, energy, ideas, money, and ultimately pride to the region, using contemporary art as its chief instrument.