A new online magazine aims to bring the art world to Tauranga – and to take the city out into the world of art.

Tauranga Art Gallery is calling for artists, photographers and visually-based creatives to submit photo essays of their work for a new digital magazine to launch alongside the organisation's revamped website next month.

Gallery director Karl Chitham says they wanted to create an opportunity for people to get a broader picture of what's happening in the world of art and how Tauranga fits into that picture.

'It's a bit of an experiment. When I suggested the idea the team asked for an example but I couldn't find an online magazine run by an art gallery, so that's given us an extra push as well.”

'The magazine's about showcasing fresh, original and exciting unpublished content from artists based locally, nationally and from around the world.”

Two issues will be published a year, with each featuring one photo essay and a range of articles written by the gallery's team. As a bit of taster, Karl is working on a feature delving into the stereotypes surrounding art in the provinces.

'It's a bit provocative and talks about whether art goes to the provinces to die, which is not the case. 'We know it's exciting, vibrant and dynamic here in Tauranga and we're challenging that stereotype.”

Marketing and media coordinator Martine Rolls says the submission period opened this week and they've received some beautiful pieces from artists both local and from around New Zealand.

'A local photographer sent in an essay the same day we called for submissions and it's fantastic; absolutely beautiful work.

'It's interesting to see what people have sent through, we've received a number of portraits, a lot of cultural topics which is fascinating. It's going to feature a good mix,” says Martine.

Deadline for submissions close June 28. For more information, visit: www.artgallery.org.nz