An art gallery at 35,000ft

February 12, 2013 § Leave a comment

Virgin Atlantic teamed up with British artists Ben Eine to offer its “Upper Class” members an new in-flight service: viewing and potential purchase of one of ten of his trademark typography works, ranging form £2.500 – £15.000. “The Gallery in the Air” also offer a “behind the scene” look of the art works creation and lets passengers buy the art work just like any regular duty free item – well kind of…

“We have created a completely original way of appreciating and buying art – a new frontier for the industry.” the artists said. The collaboration is only a first in a series to follow.

The initiative is a great example of how a brand creates a surprising and remarkable experience for a selected group of their customers, enhancing the overall brand experience while simultaneously promoting art in general and particularly Eine and the British art scene. The artists and his art works were well chosen and represent the values of the brand perfectly: British, young, playful, and fun. Another great example of a brand using non-product/service related art to enhance the brand expereince. It  stimulates positive associations for the brand and creates positive word of mouth and free editorials along the way.

(via PSFK)

Soccer inside Victoria Station, London

February 15, 2012 § Leave a comment

This staged soccer event set up by Samsung in London’s Victoria station is a good example of an engaging, cultural event that connects people around a given set of values. Samsung manages to create it in a public environment that is unconventional and unexpected yet free and entertaining. The audience, delighted by the distraction, is open to the suggested activity because the brand does not want to push a product. Instead the audience feels compelled to watch and share the fun with friends and family, using their mobile devices. A sense of excitement and fun  is in the air and the brand is the facilitator. Additionally the viral component will help transport the expereince to those who did not have a chance to be there in person.

More and more brands realize the power of these cultural events that don’t aim to push a product service but create awareness, engagement and potentially lead to brand loyalty. Though it will only work if the event is aligned with the brands values and is not a means to distract from product/service inherent problems. Before you invest into an activity like this, make sure you’re product service is top notch. NO cultural event can make up for a negative user/customer experience.

5th installment of “Neoreal” by Canon Inc

February 7, 2012 § Leave a comment

Canon presents this immersive installation, centered around the theme of “Neorela in the forst” during the Milan Design Week 2012. The two-part installation “seeks to express the ‘undeniable connection between the earth and the people who live upon it'”.

As you know I’m a big fan of using cultural projects to engage audiences around the vision and values of a brand. With this installation Canon manages to communicate being at the forefront of technical developments and manages to wrap this massage with a dreamlike veil of a basic human condition. The installation speaks to the imagination of the audience in an a design driven environment with international reputation. I cannot stress enough the value of this kind of interventions for the brand in terms of awareness and engagement and ultimately brand loyalty.

(via Designboom)

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