The Art of Activation

Activation (verb, ak-tə-ˈvā-shən)

Engaging the senses through experience. Cultivating brand image, intrigue, and authentic human connection through events, campaigns and active engagement. 

As a creative and curious human, I find it’s essential to my workflow and general well-being, to actively get inspired by things outside of the day-to-day. Because of this, a new habit I’m trying to form is catching at least one art event per week. Lucky me, this week in Boston and NYC really delivered! 

Here’s the 3 events I checked out:

- BOSTON ART REVIEW - 5 YEAR + ISSUE 10 CELEBRATION

- THE ICA WATERSHED MUSEUM OPENING

- NADA NEW YORK ART FAIR

While I was scoping out the scene, it really got me thinking; how much is IRL worth to brands and audiences in the “digital age”? … Turns out – a lot.

Through memorable and interactive experiences, brand activations create meaningful relationships between a brand and its desired audience. Physical, in-person events offer a multi-sensory opportunity to express brand identity and develop community IRL. 

Through the lens of art, here is a round-up of 3 different types of art events that embody activation, with essential tips and insights you can apply to your brand strategy.

BOSTON ART REVIEW - 5 YEAR CELEBRATION

Bountheng Tanakhone for the Boston Art Review 5th Anniversary Party, May 20, 2023 at the Revere Hotel.

Boston Art Review knocked it out of the park with their 5th Anniversary + Issue 10 Release Party at the Revere Hotel. With staggering light installations, contemporary dance performances, an electrifying dance floor and stacked lineup of participating artists, this extravaganza killed the activation game!

BAR’s most elaborate party to date featured music by Boudoir– a queer underground music, dance and arts organization– and larger-than-life art installations by ILLUMINUS. These collaborations authentically and strategically attracted a new audience and activated BAR’s brand values to embrace diversity within the arts. The mix of attendees through BAR’s partnerships cultivated a fresh and stylishly invigorating energy that shaped the whole vibe. 

Tip #1: Express your Brand Values Through Genuine Partnership

Cultivate a network that embodies your brand values by establishing partnerships that align with the core of your brand. Actions speak louder than billboards.

THE ICA WATERSHED MUSEUM OPENING

The Institute of Contemporary Art Boston presented the ICA Watershed Opening Celebration of Guadalupe Maravilla: Mariposa Relámpago. This exhibition, featuring painting, sculpture, immersive sound performance, spirituality, and massive installation works centers around themes of healing, activism and perseverance. The artist’s personal journey through illness, migration and recovery is demonstrated through this emotionally-charged exhibition. The opening celebration took place at the ICA Watershed, a Summer-only space in the Boston Harbor Shipyard and Marina with a water shuttle providing transportation for guests between the ICA and the Watershed. 

Tip #2: Elicit Emotion By Engaging The Senses 

As a brand, storytelling is best accomplished by eliciting an emotional response from your audience. The ICA Watershed is a physical pipeline from the institution to the surrounding community and intentionally interacts with the environmental elements. A craft table within the exhibition allowed attendees to mix ‘n mingle while working with their hands– physically touching and immersing themselves in the subject of the exhibition. Ask yourself, how can my brand invoke emotion and participation? 

NADA NEW YORK ART FAIR

Installation view of Rachel Uffner Gallery’s booth at NADA New York, 2023. Photo by Yvonne Tnt. Courtesy of NADA

NADA (the New Art Dealers Alliance) premiered their 9th edition of NADA New York art fair showcase this past week in West Chelsea. 88 exhibitors put forth their best works, sourced from 17 countries and 37 cities. 

NADA’s community of contemporary curators have a reputation for demonstrating a genuine passion for the arts and artists. In an all too often contentious sector, there is always a sense of conviviality at this fair. Within a market that thrives on scarcity, it is refreshing to not only have engaging conversations with dealers in their booths - but also get the hot tip on their favorite fellow galleries to check out. This spirit of sociability and passion for creation is what makes the organization authentic– a trait that the public notices and collectors invest in. 

Tip #3: Your Attitude is Everything

Get excited about your business! Show your customers the BIG WHY behind your brand. Why did you start your business? Why do you stand behind your product or service? Why should your customers care? People have finely tuned B.S. radar - and if you aren’t genuinely psyched, why should they be? 

Check our wrap up on IG @ohartagency

KEY TAKE AWAYS

In order to guarantee legacy, longevity, and likeability with target audiences, brands must remember these 3 insights.

Tip #1: Express your Brand Values Through Genuine Partnership

Tip #2: Illicit Emotion By Engaging The Senses 

Tip #3: Your Attitude is Everything

NOW IT’S YOUR TURN!

Reflect on your past brand experiences– how did they make you feel? As you go forward, pay attention to the ways your experience as a participant is shaped.  

• Do you know who your people are?

• Are you super clear on your brand’s vision & mission?

• Quick– what’s your big why?

• If you’re drawing a blank here– fear not. 
  

FYI -We deep dive on all of these essential elements and more in our signature brand strategy workshop.
Learn more HERE.

FOLLOW THE AUTHORS: @olivia.ives.flores & @sophierob