Elevate Marketing Strategy with Installation Art for Maximum Impact

Installation art offers brands a creative way to connect with audiences by delivering unique, interactive experiences that create emotional connections and leave lasting impressions.

As the internet continues to evolve, it is important for marketers to implement marketing strategies that will leave a long-lasting impression on the audience. Moreover, with the fast-paced environment of social media, it is easy for an elementary campaign to be forgotten. That being said, marketers need to think of creative ways to keep the consumer’s interest in check.

Integrating installation art into marketing strategies can be a powerful way to captivate consumers. Commonly presented in the form of immersive art to present specific ideas or messages, installation art is an innovative approach to utilize the audience’s participation to create memorable experiences that go beyond traditional marketing tactics.

Installation Art, an Overview

Installation art is a form of immersive art that uses a three-dimensional space to communicate ideas, feelings, or stories. According to Bridgewater Studio, artists working with installation art use various mediums, from sculptures to digital displays, allowing creativity with minimal boundaries on the form. Notable installation art artists include Yayoi Kusama, known for her infinity rooms and signature polka dots; Judy Chicago, famous for her installation The Dinner Party; and Doris Salcedo, a Colombian artist recognized for her impactful piece Noviembre 6 y 7.

Unlike traditional art forms, installation art offers a full experience that includes audience participation, making it uniquely suited for engaging and interactive marketing. 

Characteristics of Installation Art

Ultimately, the purpose of installation art is to reshape the audience’s perception of space. Creating such an experience sometimes requires collaboration with experts in multiple fields. For instance, audio-visual technicians for installations that direct the viewer’s visual perception.

Aside from transforming the audience’s spatial perception, there are four characteristics of installation art as summarized from MasterClass:

1. Non-collectible. Because of the size and scope, installation pieces are not typically purchased or displayed in homes.
2. Large-scale. Installation art is often site-specific and created for large spaces, such as museum rooms, warehouses, or public venues. 
3. Temporary. Most installation art pieces are designed to be not permanent and able to be disassembled and reassembled in other places.
4. Sensory-rich. Installation arts engage at least one sense, immersing the audience and making them part of the piece.

Using Installation Art to Boost Marketing

With its unique configuration, installation art is a compelling option for creating authentic marketing campaigns that captivate audiences. In marketing contexts, art installations with brand signatures are often referred to as brand installations. It is another form of experiential marketing strategy that invites audiences to interact with the brand in real-world situations.

Trend Hunter gives one example of a brand installation marketing strategy that can be considered a success. To commemorate the 150th anniversary of Shiseido, Shiseido Malaysia built an installation called the Crimson Cloud. Assembled at the Centre Court of Pavilion Kuala Lumpur, this installation utilized the sun’s trajectory to create a “shadow play of crimson overcast”.

This installation not only enhances brand visibility but also invites audience participation. Visitors could win Shiseido products by taking photos in front of the Crimson Cloud and sharing them on social media with a specific hashtag. Along with this, Shiseido Malaysia also launched three award-winning products in limited-edition packaging.

Through this initiative, Shiseido Malaysia has created a unique immersive experience with Crimson Cloud. Rather than only offering limited edition products, this installation art undoubtedly left a deeper impression on audiences by blending Shiseido’s anniversary story with a striking visual experience.

Source: Poh Sin Studio

Benefits of Using Installation Art as a Marketing Strategy

The Crimson Cloud example illustrates installation art’s potential to draw attention to a brand’s campaign. However, it doesn’t do just that. As outlined by B2BNN, there are additional benefits of integrating installation art in marketing. 

Creating Emotional Connections

Installation art can humanize a brand, allowing the brand to express values and enhance brand storytelling through an artistic lens. Offering a physical and interactive experience shows that a brand cares more about just selling products, but also pursues fostering an emotional connection with customers. 

Encouraging Organic Marketing

Visual installations are highly shareable, naturally inviting audiences to capture and share their experiences on social media. This organic marketing strategy can significantly enhance brand visibility and distinguish a brand within competitive markets. 

Fostering Community Engagement

Building a brand installation is also a form of a long-term strategy to encourage shared experiences and build relationships, fostering a sense of community around the brand. Over time, people come to view the brand as not only a company but a trusted community figure, hence enhancing brand loyalty.

Final Thoughts

In an increasingly crowded and more saturated market, installation art can serve as a fresh and impactful marketing strategy. By creating a distinct brand experience, installation art differentiates a brand from competitors, fosters emotional connections, and leaves lasting impressions on audiences. As brands look for innovative ways to connect with consumers, installation art offers a creative path toward a more memorable, immersive marketing strategy.

Read read: Branding vs Marketing: Exploring the Key Differences and Importance