06 Apr Art-vertising: Lessons in Brand Immersion from the World of Art in Tokyo
The Rise of Immersive Art Experiences Engaging All Senses and Creating Wonder
As an art tech experience creator, I’ve had the privilege of working with many innovative artists and brands. One of the most exciting trends in recent years has been the rise of immersive art experiences. These installations are designed to engage all the senses and transport visitors to another world. Brands looking to connect with customers on a deeper level can learn a lot from immersive art. In this article, I’ll explore some of the key takeaways that brands can apply to their marketing strategies.
Firstly, I think immersive art experiences are all about creating a sense of wonder. They transport visitors to another world and allow them to escape the monotony of everyday life. Brands that can create a similar sense of escapism in their marketing campaigns are likely to resonate with consumers. Whether it’s through stunning visuals, engaging storytelling, or a unique product experience, brands that can tap into this desire for novelty and excitement are more likely to capture the attention of their target audience.
Engaging All Senses and Creating Wonder
Last year, I visited “Naked Flowers For You,” a new flower art facility in Japan that provides a personalized experience for each visitor. To me, it’s not just about experiencing the five senses of flowers, but rather, THE flower for me. I love how they begin the experience by incorporating “Phytotherapy” (plant therapy) through a profile diagnosis, so I can enjoy flower art experiences that allow me to explore my own charm while visiting four gardens. Based on the QR code I received through the profile diagnosis, I had four personalized art experiences based on my personal data. I also enjoyed the sounds, colors, smells, and visuals of all the gardens.
Imagine if I wanted to learn about essential oils. Instead of just having bottles of oil in the room, I was placed in an immersive experience that showed aspects of the material that made the essential oil. Or, I felt like I was growing with the flowers. At the end of the show, of course, I purchased flower-based products. I could not leave without taking a trace of the experience with me.
Lessons Brands Can Learn from Immersive Art – Creating Escapism and Novelty
Another lesson that brands can learn from immersive art is the power of collaboration. Many immersive art installations involve a team of artists, designers, and engineers working together to create a seamless experience for visitors. Brands that can collaborate with other companies or creatives to develop new products or campaigns can benefit from fresh perspectives and a wider range of expertise. By working together, brands can create something truly unique and memorable.
In addition to collaboration, brands can also learn from the way that immersive art experiences are designed to be interactive and participatory. Visitors are encouraged to touch, move, and explore the installation, which creates a sense of ownership and involvement in the experience. Brands that can create similar opportunities for interaction and engagement with their products or campaigns are more likely to build a loyal following.
The Power of Collaboration and Interactivity
Here is an example of a collaboration that I personally experienced and found quite memorable. TeamLab and Galaxy teamed up to create a free exhibition in downtown Tokyo that transported visitors into an enchanted digital forest, allowing them to catch digital animals using the new Galaxy phone. The interactive experience was based on the concept of catching different digital animals to study them before releasing them back into their habitat. As you can see in the video below, it was a magical experience, with colorful animals that had unique sounds and disappeared in front of you. I carefully read all the information about each animal and unexpectedly learned a lot that day. This experience highlighted the power of collaboration and showed me how brands can create immersive experiences that educate and entertain. And of course, I couldn’t resist sharing my experience on social media, which is another important takeaway for brands.
Immersive art experiences are often designed to be shared on social media. Visitors are encouraged to take photos and videos of the installation and share them with their followers. Brands that can create social media-friendly campaigns or products are more likely to benefit from the viral nature of social media. By designing campaigns that are visually stunning or emotionally compelling, brands can encourage customers to share their content and create buzz around their brand.
Immersing Customers in a Unique World
In conclusion, brands should immerse us like art do, the consumers, in a world that showcases the unique features of their product in fresh and exciting ways. Whether it’s through fun, energetic, or even weird experiences, the goal is to help us view the product through a new lens and experience the brand with fresh eyes. So let’s think outside of the box, get creative, and have some fun while achieving our marketing goals.