September

Why do famous brands use art objects at their events?

Event decor is an important and integral part of any event. Departure from standard decoration of events has led to a trend for original ideas and grand decorations. Art objects occupy a special place among them - original independent decor elements. At the same time, they harmoniously fit into the unified artistic and conceptual composition of the entire event and become its bright accent.

Какие бывают и из чего сделаны?

Any art object is a focal point. It is a construction that carries a certain message and idea. It touches upon many areas: art, design, marketing, psychology, sociology, media, etc.. Необычные инсталляции станут прекрасным дополнением любого мероприятия, а также привлекут дополнительное внимание аудитории. Встречаются разные виды арт-объектов: дизайнерские, декоративные, функциональные, уличные, ландшафтные, световые и т.д.

Anything can be used to create art objects: plastic, wood, metal, glass, wire, plywood, paper, cardboard, foam plastic, fabric, plaster, stone, etc. The list can be endless because a true artist can create an art object from any item. However, some trends of this year can be traced. First of all, it is the use of environmentally friendly materials: wood and its derivatives, glass, stone, sand and metal. For example, the American advertising agency "Rubik Marketing" created a huge logo of the "HGTV" magazine from sand at one of their professional annual events.

The "HGTV" magazine logo made from sand

Today, "living" compositions made of plants and flowers are also relevant. For example, when presenting their spring collection, the jewelry company Pandora presented a huge composition of greenery - a topiary with the company's logo in the center.

The "Pandora" logo in a composition made from plants

It is worth noting that "trash" is increasingly used to create exhibits - such installations raise acute issues of environmental protection and attract increased public attention. Total digitization has also affected this area of art. Art objects can be interactive, reacting to human actions, and also become part of a whole show.

Where are they used?

There are no clear boundaries where installations can be used because art is multifaceted and knows no bounds. Однако, чаще всего арт-объекты применяются в следующих областях:

1. Advertising and promotional activities. Art objects are an effective marketing tool since modern people have not yet developed so-called "banner blindness". Installations attract attention, enhancing the advertising effect at a subconscious level. They are widely used at mass events, especially for brand popularization.

By the way, attracting attention to the logo can be not only passive. It will be much more effective to involve people in creating an art object. For example, corporate event company employees can make a logo from available materials or decorate it with a creative approach. Moreover, it is possible to invite passersby to contribute to creating an installation as was done by the owners of an Asian café in Yekaterinburg (restaurant guests recreated a huge dragon from Chinese food sticks on a pre-prepared stand).

Огромный дракон из китайских палочек для еды

2. Event and holiday decoration. The use of art objects as part of decor is often practiced at official business events (business forums, conferences, scientific meetings) as well as at celebrations (corporate parties, company days и т.д.). В первом случае арт-объекты чаще всего представляют из себя необычные логотипы или эмблемы. А вот на неформальных мероприятиях такие инсталляции могут нести еще и символический смысл (например, декоративная елка из банок газировки на новогоднем корпоративе Coca-cola).

decorative Christmas tree made from soda cans at Coca-Cola's New Year corporate party).

Decorative Christmas tree made from soda cans at Coca-Cola's New Year corporate party Оригинальный арт-объект на мероприятии может стать привлекательным фоном для фотосъемок. Это хороший способ рекламы и популяризации бренда в соцсетях. В таком случае, предмет декора должен располагаться в доступном и удобном общественном месте, желательно на специальном помосте с хорошим освещением. Например, можно разместить арт-объект в городском парке или в торговом центре накануне значимых праздников. Кстати, профессиональные фотографы также используют необычные инсталляции в своей работе. Это отличный способ найти новые образы и уйти от шаблонов.

An original art object at an event can become an attractive background for photo shoots. This is a good way for advertising and brand popularization on social media platforms. In this case, the decor item should be located in an accessible and convenient public place preferably on a special podium with good lighting.

For example, you can place an art object in a city park or in a shopping center on the eve of significant holidays. In this case, design and architectural art objects not only serve an aesthetic function and emphasize individuality but also are highly functional everyday items. More and more often, you can encounter whimsical sculptures on the streets that simultaneously serve as benches, bus stops, or popular places for photo shoots. For instance, with the aim of promoting reading, the National Literacy Trust installed book-shaped benches in central London. They were adorned with colorful illustrations and connected with London.

Benches in the form of books

5. Socially significant initiatives. Яркое эмоциональное соучастие позволяет глубже проникнуться проблемой, на которую обращает внимание компания, вызвать чувство сопереживания широкой публики. Например, в связи с празднованием Дня Земли швейцарская торговая марка “Absolut” представила необычную инсталляцию в виде бутылки водки, которая напоминала планету, окруженную водой. Особенностью арт-объекта стал материал – стена была полностью создана из переработанных соломинок для коктейлей.

Art object made from recycled cocktail straws

An original art object is a synthesis of several types of arts and not every designer is able to create a successful solution that will be aesthetically appealing, resistant to external influences while conveying a clear message and meeting brand goals and objectives. The event agency "Aventura" keeps track of trends in the world of art and modern technologies and will gladly help create an art object that meets all requirements. Get inspired by new ideas with us!