In an unusual fashion 

Just imagine - you're heading to the tube station around 10 am, getting comfortable with your book on a  Central line train to Ealing Broadway, when a real fashion show starts in the isle of a train.

Or even better - flying from Israel to Hungary, you wouldn't expect a sky defile in the airplane isle.

But it's not a joke and the shows were performed at different times as effective and eye-catchy advertising campaigns.

It all started in September 2009 with the first ever fashion show on a moving train. This day Central line passengers had an opportunity to see the models wearing high-treet designs just on a train's isle. A promotional  collaboration between Marks and Spencer, John Lewis, Selfridges, House of Fraser, Next, Debenhams, River Island and Uniqlo attracted media attention and a flow of tube passengers due to its unexpected creativity and innovative approach. The promotion gave a flying start to a number of other pre-fashion week events. 

After the effort made by competitors under ground,  a US fashion brand Banana Republic has managed to reach the sky.  An unexpected fashion show was hosted by Virgin Airlines on a flight from New York in March 2012. It was a first one of its kind and drew media attention along with extra customers both to Virgin and Banana Republic.

A similar collaboration took place recently as an introduction of a new low-fare Wizz Air flight form Budapest to Tel Aviv with models dressed in Israeli designer creations. With a very limited changing space and narrow walking isles of a Wizz Air aircraft, models have managed to succeed in performing a brilliant show.

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In case you didn't notice - it's on your left hand side 

With art in heart,

Nataliya 

Would you wear some 55k on your back?

And it's again about Damien Hirst, his talent to be anywhere where prices rise the USD 50.000  mark, and Olsen sisters participation in this commercial creativity feast.

A great promotional union was recently performed by Hollywood-grown Olsen sisters and British artist Damien Hirst. Owning a fashion brand "The Raw", Mary-Kate and Ashley tend to rise their leather goods prices "sky-high" by producing a limited "pill" rucksack range in collaboration with the artist.

Having their aspirations relatively high, Olsen sisters' design pieces opt for exclusively high class audiences. A last year's a collection of rucksacks was presented with a minimum price of USD39.000 each. And this time we see even more. The award-winning designers presented a rucksack collection, featuring Damien Hirst's "dot" and "pill" painting designs and worth USD 55.000 each. The alligator skin bags are embedded with medical pill imitations of different sizes and shapes.  The collection encounters 12 rucksack models, featuring "dot" and "pill" embroidery as well as completely plain ones. According to Vogue, the collection launch has high expectations even with respect to its' price level.

In order to stay socially responsible, designers aim to fundraise for UINCEF (United Nations Children's Fund) charity. However, it raises another ethicality question as using crocodile skin may cause an instant attack from numerous animal rights protecting organisations.

The collaboration gives opportunities for both parties to explore yet-to-be-known areas and promote themselves to new publics. Damien hasn't been that into fashion and this may be seen as his first step into the industry with an opportunity of numerous profitable fashion projects ahead. At the same time, Olsens will attract artistic audiences to their design creations. Furthermore, it will serve as a proof of their brand being a truly designer label and not only a commercial affair of two world's famous young actresses.

"I believe I can fly" or the world's most creative airlines

Nowadays, as companies seek for uniqueness in interaction with their customers, creative approach to public relations is an unspeakable must. In order to attract attention of indulged customers businesses search for unexpected advertising solutions. And in a contemporary competitive environment New Zealand Airlines definitely found a key to success.

Captivated by a recent innovation in safety instructions approach, I found myself in front of my computer screen, seriously considering a trip to New Zealand. A newly filmed video, showing aircraft safety instructions in style of upcoming Hobbit movie is just fascinating. The safety instructions are given by an Elf Princess with Dwarves, Hobbits, Orks and other Tolkien's MiddleEarth inhabitants onboard. The video not only advertises a film that comes out on December 13th, 2012, but also promotes the country of New Zealand internationally in the most appealing fairytale style. The Hobbit is a pre-history to a legendary Lord of the Rings Trilogy by J. R. R. Tolkien, filmed in the magnificent lands of south continent. A great "behind the scenes" movie for the unusual safety instructions may also be found on YouTube Air New Zealand's (ANZ) channel.

But it's not the first time when Air New Zealand entertains their passengers in such outstanding and innovative way. A disco instructions video was shown on ANZ plaines in March 2011. Lively and colourful, the 80s style disco characters "dance" passengers through safety procedures onboard.

Bright engaging content of these videos makes routine procedure of safety instructions the most interactive part of a flight, leaving a bright trail in passenger's memory. Not to mention a good dose of positive mood received instantly.

ANZ owe their amazing safety instructions ideas to a New Zealand-born talented artist Joanne Gair  (other known as "Kiwi Jo"). She also appears behind their smart and funny "nothing to hide" add campaign, featuring real ANZ staff at work and by that gaining customers' trust. Another safety instructions video was presented as a part of "nothing to hide" campaign, featuring Ricci - ANZ's special provocative humorist toy character.

One more evidence of ANZ's status as the world's
most creative airlines is their contribution to WOW "World of Wearable Art" fashion design festival in Berlin this year, awarding a special ANZ prize. The award was first launched in 2005 and is valued in the design world.

Unfortunately, not many companies use this creative approach to their communications. So everything for us as customers to wish for is a possibility for more brands to adopt Air New Zealand's friendly approach in targeting their publics ethically, using sense of humor, trust and reliability as their main promotional tools.

In the name of art ... the nail art :)

Did you know...?

That most of the museums and galleries in London have an unlimited access tickets, which will save you a lot in case you are a frequent exhibitions attendant

For instance, becoming a friend of the Royal Academy of Arts will cost you 90 pounds and you will get unlimited access for a year as well as opportunity to bring a friend,a  family member and up to 4 kids under 16. It is especially good for students as the Young Friend annual membership costs about GBP 45. It also gives you benefits of early exhibitions previews and RA special magazine to be sent to your door.

Visit the Royal Academy website for more info.

Tate  galleries have similar loyalty system.

Enjoy your tim with art ... 

Look out for a jacket ...

A remarkable exhibition of Karl Lagerfield's photography has taken place at Saatchy Gallery in Sloane Square recently as a part of promotional campaign for Chanel fashion house. Following the success in New York and Tokio, the exhibit moved to London on the 12th October 2012. Featuring some of 113 photography works by a fashion Maestro, the exhibition showed different celebrities (and just friends of Chanel house) wearing same little black jacket in different and sometimes unexpected ways.

By a happy chance, I found myself visiting the exhibition twice; by a consequence - on a first and last day of it being opened; by some mysterious coincidence  - with two friends both name Anna's...

Not being a fan of attending exhibitions twice in a short period of time, I realised I had a good feeling stepping back into the exhibit space. The second viewing gave me an opportunity to take some pictures. I have noticed that on the last day it was much more crowded than on the opening day.


Brining home some amazing trophies -  posters featuring selected celebrities (not my favourite ones, though) made this exhibition even more engaging. I was lucky enough to get those on a first day as later you'd have to stand a pretty long queue.

The story of making the jacket as well as the exhibit's production may be found on Chanel website, which appears to be really interactive and engaging.

The venue was highlighted in  different media with more info to be found in Guardian and Vogue UK

As a part of the campaign Chanel boutique windows in Bond Street, Sloane Street and Brompton Cross have changed accordingly, showcasing different black jacket models from a current collection.

SPOTTED: a new art space to be opened in Holborn area, just between Chancery Lane and St Paul's 

Happy Halloween! ;)

Yayoi Kusama, Pumpkin

Damien Hirst: The Art of PR

We tend to think that success in Art depends on a pure talent and passion, but contemporary industry dictates another rules. Artists aim to use numerous promotional, advertising and marketing tools in order to gain recognition. 

Following the success of the largest Damien Hirsts' exhibition at Tate Modern this summer, a new permanent space is opened for publics in Norway, displaying numerous iconic pieces, created by the artist.

However, it's not about the art that inspires me in Damien Hirst. It is about ability to artistically apply promotion to his contemporary works.

Gaining successful publicity in the early years of his career, a Goldsmith graduate is proudly named the most well-paid artist ever since.

Black Sun, 2004

DIamond Skull

Variable public attitudes towards diamond skulls, conserved sharks and dead flies has made an extraordinarily strong effort. For instance, The Black Sun (2004) - a work, consisting of thousands of dead flies - was negatively described in many sources as violating and "whiffy", but made the art world speaking of Damien's creativity and innovative approach for almost a decade.

       

Dot painting

Promotional  competitions, such as "visit all 11 Gagosian Gallery locations around the world and receive a dot print signed by Damien" (2012) are obviousely a great marketing tool and motivation to those art addicts. And, of course, cutting and "marinating" animals for public viewing couldn't leave the rest of the world indifferent. 

Attending a couple of Hirsts' exhibitions, including the recent one at Tate this summer, I would definitely agree with his artistic effort. Nonetheless, strong use of promotional tools and marketing elements add on a huge "plus" to Damien's career, boosting his popularity and profits accordingly. And whether you like him or not, this guy has definitely made his amazing input into contemporary art...the art of PR.

ART AND CULTURE: David Hockney EXHIBITION review 

Living in London – the world’s most diverse artistic community, I tend not to miss out any art exhibitions and events. Yet, I cannot describe the extent of my excitement, when I was invited to a guided tour of David Hockney’s exhibition at Royal Academy of Arts, London.

Getting there…

Located within 5 minutes walk from both Piccadilly Circus and Green Park tube stations, the magnificent well lit 17^th century building benefits from a ground floor entrance and easy step free access.  Being one of the largest and most influential Art institutions in the UK, the Royal Academy (RA) offers a diverse range of exhibitions and events, for all ages and interests...

David Hockney’s work…

The first major display in the UK of landscape work by David Hockney included a range of large scale paintings, mostly featuring the Yorkshire landscapes. Interestingly, the artist created many of these pieces in order to be showcased in the RA, along with related drawings and videos. Another part of the exhibition was dedicated to David’s use of technology, in particular his iPad drawings, which amazingly were drawn using only his finger.

David Hockeney’s exhibition was named “A Bigger Picture” and indeed it was. When entering the first room of Hockney’s work, I was taken by the sheer size of the enormous canvases as well as his use of colour – creating realistically clear paintings. The whole exhibition is a warm colour explosion, optimism underpins his work which has the effect of creating a friendly and welcoming atmosphere in the large and imposing space.  His work has a childlike quality and really does speak to his positive attitude towards life. Hockney’s iPad drawings are something worth mentioning. Printed on the highest quality paper, they are slightly less bright but still extremely engaging in terms of how much detail has been included in his landscapes. You may even enjoy the video work, which you will be able to view in the darkened cinema room located towards the back of the exhibition – the video has been created by filming the same place but using 18 different cameras (without audio).

With such helpful and dedicated RA staff, not to mention our charming volunteer guide Barbara, this was a great opportunity to experience the work of a very talented artist. In fact, nothing can compare to the experience of being escorted around by a highly-skilled and knowledgeable guide who obviously has a passion for art!