Not Just Art — Art We Can Experience Together
A new year is an opportunity for a fresh start. That feels especially meaningful as 2021 comes to a close. After the pandemic and other tumultuous events turned everything upside down in 2020, many of us had high hopes for this year. And though we’ve made progress, a reset will be a relief.
People are coming together again. Kids are back in school. Businesses are open. Family members are visiting over the holidays. Friends are attending sporting events and concerts. We all crave that social contact on some level — even the introverts.
Brands Can Step Up with Art Experiences
Art can bring us together too in unique ways. Here in Chicago, we’re seeing Van Gogh in a whole new light thanks to an immersive experience via the Lighthouse ArtSpace at the city’s Germania Club. Instead of people silently contemplating paintings in a museum, they are experiencing Van Gogh’s iconic art with sound, light and multimedia projections on the walls, floors and ceilings.
There’s nothing wrong with traditional museums — we love them. But the Immersive Van Gogh Exhibit is a fresh, modern take that pulls people in and appeals to a wider audience.
Brands can engage the public in a similar way, giving people the contact they crave through an art experience they can attend with family and friends. One example is an art installation project the Miami Marlins did with Muros to roll out their City Connect Jersey at LoanDepot Park, home of the Marlins.
Puerto Rican artist Carlitos Rivera painted a vibrant, colorful, three-story, four-piece shipping container tower called “Folklore” to kick off the jersey program. The art celebrates the rich cultural diversity of Miami, and the installation includes a neon light tunnel fans can experience by walking through it.
Earlier this year, another Muros client, Brookfield Properties, gave shopping center visitors a unique experience called Meerkat Meetup, which featured a colorful collection of meerkat sculptures produced by the Italian artist collective, Cracking Art. The Meerkat Meetup installation toured the country in the summer and fall of 2021, thrilling shoppers and inspiring countless selfies at malls from coast to coast.
Shareable Experiences Create Togetherness
Shareable art experiences take many forms. Completed murals are an excellent focal point that can drive social media mentions and draw customers to your location. But murals in progress — with the artist bringing their vision to life while people watch — are events that create buzz.
Lately, we’ve seen an uptick in demand for live art experiences over the pre-pandemic period. It has doubled or tripled, likely because of the natural impulse to come together and share experiences after a period of isolation. A live mural painting event or sculpture installation is a great way to pull people off the street and into a retail location or product launch pop up.
The power of an art experience is something to keep in mind as you put together a marketing budget for 2022. It delivers value far beyond the initial event, generating content that can be used to create captivating campaigns throughout the year.
We don’t know what 2022 will bring, but there’s reason to hope we’ll have more opportunities to come together in the months ahead. Art we can experience together is a great way to make a fresh start.