Exhibitions or other cultural events can be strategic ways for brands to specify their interests and engage with the public in a non-transactional way. Exhibitions are traditionally thought to be just a visual experience but it can also offer an opportunity to share visual, sonic and experiential narratives in an immersive form. People-in-general are offered a chance to experience expressions of the brand’s value, aspirations, dreams and legacy to decide their future affiliations.
For people to develop a relationship to become more than just consumers is an interesting proposition for many reasons. Within the logic of the marketplace, it is difficult to filter the genuine from the projection. Opportunities to interact beyond this limited context become refreshing.
Culture is not meant to be appreciated in a silo. Forms of cultural expression truly take colour when they are embedded within the fabric of our everyday life. Our approach to curating exhibitions/cultural events involves an investigation into all the material of the exhibitors/organisers to define their identity clearly. In doing this, a clarification and synchronisation of the activity and the intent of the exhibitors/organisers happens.