Art branding

Why do brands love art? Art gives prestige, originality, power of expression, and above all it operates with emotions and refers to the planet of ideas – and these issues are indeed for any brand that cares about having a clear personality and creating a real planet of values with which the audience wants to identify. Art has much to offer in this field.

What is art branding? This word defines the usage of art in building marketing strategy and communication of brands, even those that are not related to art.

Why do brands love art? Art gives prestige, originality, power of expression, and above all it operates with emotions and refers to the planet of ideas – and these issues are indeed for any brand that cares about having a clear personality and creating a real planet of values with which the audience wants to identify. Art has much to offer in this field. It is adequate to open the heart and head of the company's communication strategy due to the fact that there is no manufacture or product that could not benefit from the possible of art branding. The possible for which the rulers or clergy have been reaching out for centuries, and the present with an unorthodox marketing agility is utilized by the states or individual cities and regions. Just mention the exhibition of masterpieces by Vermeer, which took place at the beginning of that year in Amsterdam and brought more than 700,000 people to the city, and for tickets there were battles in the online and offline world, although so many willing people had to deal with taste. Whether the iconic Berlin Gallery Weekend event, which allows not only to discover the latest trends in art, but besides to get to know in an first and energetic way the city – respective districts of Berlin then pulsate to the rhythm of modern art. This concept is presently implemented in another cities, including Warsaw Gallery Weekend. specified museum and gallery tourism affects widely and importantly the popularity and economy of cities.

Fondation Louis Vuitton Paris. photograph by Ninara CC-BY-2.0

Our own museums or art galleries besides open companies. Biggest i.e. Foundation Louis Vuitton, Foundation Prada, Foundation Cartier created prestigious spaces to present brand history, its intellectual and emotional possible based on noble values enhanced visually and intellectually by art. Time in these places is measured by calendars full of amazing exhibitions, and artists invited to cooperate are frequently stars in the planet of contemporary art. presently there is simply a spectacular retrospective of Mark Rothko's work, at the Foundation Louis Vuitton you can admire 115 paintings of the artist. Among them, you must not miss the 10 paintings exhibited in 1 room, which as part of the decoration erstwhile ordered the 4 Seasons restaurant from the artist, as well as the Rothko area – an art area designed by the artist for Phillips Collection.

On a smaller scale, the thought of the implementation of art to places makes large usage of those companies that build corporate collections and environment themselves with values and ideas transformed by art. They make aesthetic exhibition spaces in their premises, which affect both the external image and the interior brand – due to the fact that it creates a field for image activities, brandy employer and carries the possible of building a community around the brand, based on sharing crucial ideas and values. The ability to stay and work in an art-filled space strengthens creativity and stimulates innovative thinking, which translates straight into business results and the atmosphere within the company. The company collection is besides a large starting point for building a calendar of events and thematic curatorial tours around the premises, which can be strengthened by creative PR communication, conducted simultaneously in the online and offline planet to make and make an Odbio group

Fondation Cartier, Paris. photograph by Rui Ornelas

establish and keep a passionate dialog between the brand and its consumers. Interesting examples flow from the planet of legal services or banking. Just mention the varsavianist collection of White&Case, exhibited at the company's office in Q22, or the recently opened office of the ING Foundation at the Lublin Union Square arranged to exposure over a 100 selected art objects from the bank's collection and build a visually interesting story, both for employees and guests of this facility. large examples of art mariahs can besides be found in the improvement industry. I myself had the pleasance of organizing exhibitions of Meli Muter and Wojciech Fangor on the 42nd level of the Cosmopolitan flat building at hard 4 as part of image activities conducted for the developer, which brought together a desirable group of audiences around the building, who valued beauty, prestige and originality. The beginning of exhibitions on selected days to guests from outside allowed to enter the building into the cultural way of Warsaw, created energy around the flat building and reduced the distance to the exclusivity of this place. Another example is the construction of a sculpture garden, which I am presently implementing for the Art Garden Wilanów settlement. We designed a garden filled with average format sculptures of Ida Karkoszka, as added value for architecture. The matrimony of art and architecture increases the prestige of the settlement and builds among the audience the possible of surviving in the embrace of art. Typing art into the architecture of buildings, reception and common spaces has a rich tradition and you can multiply amazing examples from the world. My favorites are: Anish Kapoor's iconic sculpture "Cloud Gate", located in Millennium Park in Chicago (it is usually surrounded by millions of people admiring its round, shiny surface and making themselves selfie); Alexander Calder's sculpture "Flamingo" (painted with sensual, energetic red, it is designed to pass under it by cutting the national Plaza in Chicago, it introduces energy and fun to this peculiar point in the city); or the sculpture "She" Ursuli von Rydingsvard, an artist of Polish origin, located right next to Barclays Center in fresh York City. “She” emanates natural energy, resulting from its monumental organic expression, refers to nature, breaking through the urban landscape.

Fondazione Prada, Milan Fot. Fred Romero

The most interesting examples of the implementation of brandig art are based on cooperation with artists in creating products and/or limited product series. My favourite pioneer in this area was fashion designer Elsa Schiaparelli, who co-created the avant-garde atmosphere of pre-war Paris, naturally stayed among artists and co-created with Salvador Dalim, Man Ray, Albert Giacometti, Andy Warhol, and Jean Cocteau a planet of things and sensations, bringing a full fresh quality into the fashion world. The quality that Alexander McQueen has developed beautifully today. Polish designers besides have an affair with art, inviting artists to cooperate in creating limited collections, specified as the co-operation of Ani Kuczyńska with Jakub Gliński, Hawrot with Bownik, Aleksandra Waliszewski or Maurycy Gomulick. For respective years I myself have been conducting communication activities for ABSOLUT brand, which is celebrated for inviting artists from the area of art, fashion, industrial design, artistic photography and even music to make projects based on the characteristic form of a vodka bottle or seasonal flavors. At the time, we invited sculptor Mirosław Balka, the video-installer Marzena Nowak, fashion designers Arkadius and Ania Kuczyńska, or photographer Jack Wołowski, to cooperate – these artists had the same chance to appear on the global stage, thanks to the run led by the brand in parallel in respective twelve countries.

How else can you implement art brand ideas for brand communication? You can work with artists in the improvement of advertising campaigns and communication strategies, take on the function of the patron of art and establish permanent cooperation with the chosen gallery, co-creating an educational platform and an interesting calendar of events for audiences. You can organize competitions for artists, or you can take the function of an award sponsor in 1 of the manufacture competitions. You can engage in education and print publications related to selected issues in the area of art... The road is infinitely much. First, we request to open ourselves to building synergies between brand and art. Find answers to the question “why do we do this?” Feel that answer. Believe in her. And it is only from this point that you treat art as a average to convey these ideas and make engaging stories. This must be done in a thoughtful, balanced way, while maintaining freedom and trust in the process. Here is the authenticity, the selection of the right artist to cooperate, the subject, means and channels for the expression of the message. Subsequently, the long-termity and the creation of further interesting features for the run are crucial to strengthen its credibility. You can fly or you can win a lot. It is worth gaining the support of experienced experts from the industry.

Both me and the owners of another galleries can To guide you.