How might we create the most compelling exhibit promo?
Miami Street
Art Experience
Design Research + Environmental Design + EGD + Marketing Strategy
The Wynwood Walls in Miami is a large stock of abandoned warehouses that have become famous for showcasing over 500 rotating murals by the hottest artists in the world. So, a giant-sized Tristan Eaton exhibit promotion was in order.
First, we must understand the problem.
Eaton is famous for meticulously spray-painted collages of pop imagery mixed with graffiti vernacular. Eaton’s murals are enormous. However, their exquisite detail begs the viewer to experience them up-close. Any promotion had to excite with scale and emphasize the craft and beauty of his work.
Understand the canvas
The otherwise industrial space is located near Miami’s art deco district, a very walkable area. The complex of 6 buildings and an adjacent outdoor museum offers hundreds of square feet of exhibit space. In short, it is huge. The promotion had to be as engaging as an outdoor venue, and interestingly use the space.
"The Wynwood’s large stock of warehouse buildings, all with no windows, [are] my giant canvases to bring to them the greatest street art ever seen in one place." - Tony Goldman, owner
Connect with a common visual language
Miami's inspirational Art Deco treasures offer a trove of material and aesthetics to draw from.
Prepare the palette
With soft colors and bold typographic styling, this standardized visual palette holds together uniquely across the exhibit and its materials.
Build a strong identity infused with simplicity
An exhibit logo should capture the unique qualities of the venue while embodying the scale of the artwork. And, be flexible to increase promotional opportunities.
Promotion at street-level
Unique tactics such as printed framed doors activate underutilized public space and create moments of interaction.
Use the latest tech to promote day and night
Drone technology offers a unique and simple way to bring the scale of art to unexpected areas while adding the direct street art experience.
Craft interesting places
Prominent spaces at the event offer placemaking opportunities. Compelling EGD communicates and builds anticipation where people gather to share the moment.
The Results
As the designer, I took the scale of the exhibit as a queue to employ traditional and unique tactics in a promotional campaign for Tristan Eaton’s exhibit.
The final campaign execution tells an exciting art story about scale and beauty over a gorgeous, gritty, and trendy Miami backdrop. It connects art enthusiasts with Eaton’s sense of tradition and street savvy. It sets up the canvas for what will be a giant-sized Miami welcome to a larger-than-life exhibit.
photo source credits: https://www.tristaneaton.com, https://thewynwoodwalls.com
