Why do famous brands use art objects at their events?

Event decor is an important and integral component of any event. The departure from stereotypes in event design has given rise to a fashion for original ideas and grandiose decorations. A special place among them is occupied by art objects - original independent decorative elements. At the same time, they harmoniously fit into a single artistic and ideological composition of the entire event and become its bright accent.

What are they and what are they made of? 

Any art object is a point of attraction for attention. This is a design that carries a certain message and idea. It touches upon many areas: art, design, marketing, psychology, sociology, media, etc. Unusual installations will be a great addition to any event and will also attract additional attention from the audience. There are different types of art objects: design, decorative, functional, street, landscape, lighting, etc.

The material for creating art objects can be anything: plastic, wood, metal, glass, wire, plywood, paper, cardboard, polystyrene foam, textiles, plaster, stone, etc. The list can be endless, because a true artist will create an object of art from any object. And yet you can trace some trends this year. First of all, this 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 for HGTV magazine out of sand at one of its professional annual events.

HGTV magazine logo made of sand

Also today, “live” compositions of plants and flowers are relevant. Thus, presenting its spring collection, the jewelry company Pandora presented a huge composition of greenery - topiary, in the center of which was the company logo.

Pandora logo in a plant composition

It is worth noting that “garbage” is increasingly being used to create exhibitions - such installations raise pressing issues of environmental protection and attract increased public attention. Total digitalization has also not bypassed this area of ​​art. Art objects can be interactive, react to human actions, and also become part of an entire show.

Where are they used?

There are no clear boundaries where installations can be used, because art is multifaceted and has no boundaries. However, most often art objects are used in the following areas:  

1. Advertising and promotions. Art objects are an effective marketing tool, since modern people have not yet developed the so-called “banner blindness”. Installations attract attention, enhancing the advertising effect on a subconscious level. They are widely used at public events, especially to popularize the brand.

By the way, attracting attention to the logo can be not only passive. The participation of people in the creation of an art object will be much more effective. For example, at a corporate event, company employees can make a logo from scrap materials or decorate it, showing creativity. You can also invite passers-by to contribute to the creation of the installation, as the owners of an Asian cafe in Yekaterinburg did (restaurant guests recreated a huge dragon from Chinese chopsticks at a pre-prepared stand).

Huge dragon made from Chinese chopsticks

2. Decoration of events and holidays. The use of art objects as decorative components is often practiced both at official business events (business forums, conferences, scientific meetings) and at celebrations (corporate parties, company days etc.). In the first case, art objects are most often unusual logos or emblems. But at informal events, such installations can also carry a symbolic meaning (for example, a decorative Christmas tree made from soda cans at the Coca-Cola New Year’s corporate party).

Decorative Christmas tree made from soda cans at the Coca-Cola New Year corporate party

3. Photo zones, decorations for exhibitions and shopping centers. An original art object at an event can become an attractive backdrop for photography. This is a good way to advertise and popularize a brand on social networks. In this case, the decorative item should be located in an accessible and convenient public place, preferably on a special platform 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. By the way, professional photographers also use unusual installations in their work. This is a great way to find new images and get away from templates.   

Original Alfa-Romeo advertisement, art object in a shopping center

4. Interior and exterior. In this case, design and architectural art objects not only have an aesthetic function and emphasize individuality, but are also very functional household items. Increasingly, on the streets you can find whimsical sculptures that are also benches, bus stops or popular places for photography. For example, in order to promote reading, the National Literacy Trust installed book-shaped benches in central London. They were decorated with colorful illustrations and associated with London.
Benches in the form of books

5. Socially significant actions. Vivid emotional participation allows you to penetrate deeper into the problem that the company is drawing attention to and evoke a feeling of empathy among the general public. For example, in connection with the celebration of Earth Day, the Swiss brand Absolut presented an unusual installation in the form of a bottle of vodka, which resembled a planet surrounded by water. The peculiarity of the art object was the material - the wall was created entirely from recycled cocktail straws.  

Art piece made from recycled cocktail straws

An original art object is a synthesis of several types of art, and not every designer is able to create a successful solution that will be both aesthetically attractive, resistant to the external environment, carrying a clear message and at the same time meeting the goals and objectives of the brand. The Aventura event agency follows trends in the world of art and modern technology and will be happy to help create an art object that meets all requirements. Get inspired by new ideas with us!

see also

Subscribe to our newsletter:

Once or twice a month we send a digest with the most popular articles.

We share life hacks, basics and nuances of the process of organizing events of various sizes. Interesting?