Chosun Biz | [2017 Franchise] ‘Art Marketing’ That Stirs the Senses Spreads Across the Industry
Chosun Biz covered the spread of 'art marketing' across the franchise industry in June 2017, introducing the case of Cafe Ogada collaborating with Korean painter Kim Hyun Jung to launch a limited-edition gift set and hold an exhibition and signing event at its stores. The article conveyed the company's explanation that the collaboration brought a win-win effect for both Kim and the Ogada brand.
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'Art marketing,' which stirs cultural sensibility alongside ordinary consumption, is on the rise.
Art marketing is a sophisticated form of emotional marketing that adds artistic elements to a brand or product. It can elevate brand image through artistic value beyond quality alone, and is applied not only to art exhibitions but across a wide range of cultural and artistic fields such as theater, musicals, and concerts.
An industry insider said, "The younger the target customers — such as for coffee or liquor — the more actively companies pursue art marketing," adding, "For customers, it means being able to enjoy cultural life as well, while individual brands can build a differentiated image."
Tom N Toms is holding the 22nd new exhibition of 'Gallery Tam (Gallery 耽)' at 10 stores in the greater Seoul area until July 3. Gallery Tam is a cultural and artistic patronage project aimed at developing culture and art and discovering emerging artists.
Tom N Toms offers 10 stores, including its premium Tom N Toms Black locations, as exhibition spaces for emerging artists. The company handles the full scope of operations, from exhibition preparation and planning to producing exhibition catalogs, and shares exhibition information through its official social media channels.
A Tom N Toms official said, "At the recently concluded '13th Gwanghwamun International Art Festival,' Gallery Tam artists received the Grand Prize and had their skills recognized," adding, "We will continue to expand the scope of our art marketing activities through Gallery Tam."
Cafe Ogada has partnered with artists that fit its brand image for various collaborations. Earlier this year, it launched a limited-edition gift set produced in collaboration with Korean painter Kim Hyun Jung, and held an exhibition and signing event at its stores.
According to the company, this collaboration — which spread Korean painting to the public through social media — brought a win-win effect for both artist Kim Hyun Jung and the Ogada brand.
This win-win strategy between brand and artist is easily found across the general food and beverage industry under the name 'art collaboration.'
In April, Lotte Nestlé Korea unveiled a large-scale project under the theme 'Perfect Encounter,' collaborating with photographer Nam Hyun-beom and visual artist Shin Dong-jin, among others, to launch a new product. Bohae Brewery's sparkling liquor brand 'Brother#Soda' also drew attention by running a 'Brother#Soda Brand Zone' themed on a spring picnic at the '2017 Seoul International Art Fair.'