Blog

13 August 2020

How to Use Live Painting to Organise an Unforgettable Corporate Event

Anna Harvey

All live corporate events seek to do one thing: inspire their attendees to take action. It is, however, difficult to strike a balance between engaging and informing. Too much of one will leave guests feeling like they’re at their aunt’s wedding, and too much of the other risks tempting them into a secret snooze in a quiet corner. Event-goers want to feel included, not merely invited, they want to be charmed without it being forced, and they want to feel seen without being stared at.

Sound impossible? It’s not. It’s simply a careful recipe of conveying the company message whilst inspiring guests to act upon it.

The Perfect Balance? Live Paintings.

What is Live Painting?

Live Painting is a planned artistic creation where artists complete a painting in a public setting, in real time. The painter’s goal is to interpret the event as it happens, entertaining guests and capturing the atmosphere of the company environment.

Artupia has provided Live Painting for a range of corporate events including Disney and Bocconi, successfully assisting them in launching products, organising galas, and creating unique and memorable marketing material.

Special requests can be made before the artist starts their work, allowing the company to be involved in the creative process, so the final result aligns with the event’s goal.

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Artupia's Live Painting Event for Disney at the Toy Story 4 Premiere

Why does it work?

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Custom Painting of Woody for Toy Story 4 Premiere

Live Painting is such an effective addition to a corporate event because it allows companies to capture their story whilst promoting the value of their product and event.

Contrary to popular belief, guests at corporate events aren’t just looking to beeline straight for the open bar, they seek a chaser of culture with their bubbles.

Culture is cool again, and Live Painting at a corporate event provides a profound cultural engagement, offering brands the opportunity to stand out amidst a beige forest of investors.

Art and Marketing: A Match Made in Corporate Heaven

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Regatta Gala Live Painting Event for SDA Bocconi Sailing Club in Lerici

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Artists Completing Live Painting During SDA Bocconi Sailing Club Regatta. 

Art and marketing are a powerful pairing because together they can elevate the value of a brand and company image. In providing a creative atmosphere, companies break conventional patterns by merging the creative process with their physical venue, which enhances their standing and dramatically increases the value of their brand.

Live Painting has such a positive effect on a company’s cultural standing because art exists to be received, and, like marketing, aims to communicate the value of its product.

Lead With Both The Head and The Heart

Art and marketing are both vehicles of communication, yet artists have the special ability to connect emotionally to their audience.

This doesn’t mean guests need to be left sobbing, but it’s through emotional connection that buyers are more likely to make a purchase.

Corporate events certainly hold the power to dazzle event-goers, but it takes an artist to engage with guests on an emotional level.

Artists are tuned into the world around them, feeding off the atmosphere and using it to fuel their creative process, which is exactly the energy needed to assist guests in connecting to a brand on a sentimental level.

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Mr and Mrs Potato Head Reinterpreted for Disney

It Can Literally Provide Free Marketing

Promotional Video SDA Bocconi Sailing Club

Live Painting is ideal for increasing visibility both offline and online, as the theatricality of the event encourages guests to photograph and share it on their social media pages. Branded hashtags and ‘chances to be featured’ are surefire ways to encourage this, whilst engaging guests even further. This free marketing is then quickly disseminated across the void of ‘likes’ and scrolling, picking up new fans along the way.


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