“We want to create a system of experiences that bind together, strengthening and enriching each other, but that can also live a life of their own”
The success of our first exhibitions, have confirmed what we thought: if you are good enough to tell them as something exciting and interesting, art exhibitions can attract people who are usually bored at exhibitions and have no desire to waste a few hours of their time pretending to be interested in being culturally enriched.
People don’t go to exhibitions (just as they don’t read books or go to the movies) as an action for its own sake. People are looking for entertainment, for surprise, for the stimulus to be curious, for reflection, for the interesting cue to talk about with friends on social media. And the medium to achieve all this can be an exhibition, just as a book or a movie on Netflix can be.
What they need is to have reference points to help them decide where to look so they don’t waste their time. Here is the importance of creating a true brand, even in the field of art exhibitions.
A fan of Impressionist painting will not miss any exhibition that displays Impressionist paintings, just as, someone interested in World War II will go to see all the films about World War II. But then the choice is reduced and so is the market. I, on the other hand, who love Quentin Tarantino and trust him, will go to see all his films, whether they are about gangsters, the west or World War II.
Similarly, most of the visitors to our first exhibition on Japanese monsters ran to see the exhibition on witches because they trusted us and our unconventional way of understanding an exhibition, also curious to find out what we would come up with.
I have been in advertising since 1992, and throughout my career I have been involved in the creation of so many national and international brands. In Vertigo Syndrome I brought the sum of all the communication strategies I have tested over the years.
Vertigo Syndrome is just one, the first, of the brands we have created…
…the one that deals with the production and organization of exhibitions,but to which we have then joined Kappa Sutra that will produce the games related to the exhibitions and Bastian Balthazar Book that will instead publish the books that from the themes of the exhibitions will arise.
The idea is to create a system of experiences that will bind together, reinforcing and enriching each other, but that can also live a life of their own, united only by the common mission of giving people new engaging things to do, listen to, see or discover together with us, who are the first ones who get excited even thinking about them.