ESCHER EXPERIENCE - POCKET VERSION
GRUPO IGUATEMI, 3M, ESCHER FOUNDATION
MY ROLE: Concept and format creation, END-TO-END EXPERIENCE DESIGN, new businesses strategy, commercial activities, product collection CREATION AND delivery, POS management of the pop-store
How to optimise the great content of the exhibitions
Art Unlimited creates? What if we could create a new business model where a cultural event can go anywhere bringing art to more people and places?
The idea was to offer affordable art to the public, and at the same time increment the agency’s profit.
After developing a Business Plan and studying worldwide benchmarking cases from exhibitions and entertaining itinerant ventures, I recommended we create a pocket structure of 120m2 and test with the number 1 exhibition from the company, and the most visited worldwide, "The Magical World of Escher".
For the first time outside of museums, then, the best of M.C. Escher was presented in this circuit. I was in charge for delivering the strategy for the creation and implementation of this interactive event that happened in 4 shopping centers of the Iguatemi Group.
I also developed a licensed collection with more than 80 products, from 3D placemats to fancy jewelry, based on Escher’s works. Click on the video below to see ESCHER by Art Unlimited series.
The venture attracted 300.000 people into 4 malls and brought a lot of smiles and excitement for people of all ages, from children to retired adults.
With unprecedented media response, we achieved US$ 0.5 million of estimated return on media, delivering great sales outcome and record visibility for the shopping center.
Read here the interview I did for PropMark magazine (in Portuguese).
Overall ehxibit idealisation and production - Art Unlimited
Product collection video (bottom of the page) edition - Gui Janini