For many, it can be draining to be constantly exposed to advertisements detailing how you should buy this or do that. Art installations, however, are spectacles that open eyes and capture imagination. In the visitor’s afterglow of the experience, the company sponsoring the project become associated positively with the content. The vibrancy of the event becomes an extension of the brand’s identity, highlighting their strengths and capabilities.
Art-centric marketing events step away from conventional advertising modes that rely on ‘telling’ rather than ‘showing.’ It is an engaging form of brand promotion where goods and services are placed in a real world context and showcased in physical spaces.
A fantastic example of this is tech company Adobe’s Passport to Creativity campaign as well as HP’s Panorama music festival. Digital immersive art installations act as a vehicle to highlight the efficiencies of the company's tech tools. It is also a way of keeping audiences up to date with what the company has to offer and sharing what they have been working on in recent months.