In recent years, brands have seen the benefit of getting mixed up in art scenes. For instance, Dell brought in the design collective, PeachBeach, to paint three massive walls built of Dell Computer Switch-Lids.
Fila bolstered its iconic brand with the artistry of Barcelona’s Alex Trochut. The result was something fresh, modern and original.
Nike used street artist Alexandros Vasmoulakis for a giant public mural. The mural featured Vasmoulaki’s art, with a relatively small Nike swoosh.
This is a time where digital manipulations are common place. An entire post pac-man generation has grown to be a purchasing behemoth. There is genuine novelty to tangible art now.
Take a look at what PeachBeach did for Nike Stadium in Berlin. They made Tapeartworks (2D art from brightly colored packing tape) all over the city streets.
Point being there is marketing and then there is creating meaningful connections to your customers in a way that excites and delights them.
Brands take note. We’d like more of the latter, please.
