steelbloom wanted to bring contemporary art into everyday spaces.
We built the strategy, the NoiViviArte marketplace and the creator marketing campaign.
The result speaks for itself: 3 million views, 60,000 likes, 500 active artists.
steelbloom is a cultural startup that develops high-impact experiential contemporary art projects with a focus on high-traffic spaces such as airports and urban hubs.
With the www.noiviviarte.it platform , steelbloom aims to connect artists, creatives, institutions, tour operators and brands, creating a hybrid physical-digital ecosystem dedicated to culture.
steelbloom created its first installation at Milan Bergamo Airport – Italy’s third-largest airport with more than 17 million passengers a year, a high-visibility audience for brands.
Thanks to steelbloom companies and brands can gain great visibility through 4 strategic dimensions: Media Visibility, Brand Experience, Retail Activation and Cultural Association.
Steelbloom needed to:
Factory Communication designed an integrated strategy articulated along three main axes:
As of the date of publication of this paper, there are nearly 500 registered and active users and as many as 1,500 works uploaded in the two languages, and the generation of millions of total views on social content related to the project.
A single piece of creator content (Luigi Contessi) produced: more than 3 million views, more than 60,000 likes, over 1,000 re-shares, and contacts with international brands.
It also follows that steelbloom’s positioning as an innovative cultural platform capable of integrating art, creator economy, and brand experience was strengthened.
The project also saw the involvement of industry creators and testimonials who told about the steelbloom experience and the “Play with Leonardo” project inside the airport.
There were numerous interactions and contacts with international brands and stakeholders interested in the visibility model offered by the steelbloom / Noi Vivi Arte ecosystem.
The high organic performance of social content confirmed the public’s interest in an experiential cultural format in an unconventional context such as the airport.
The integration of art, culture, creator marketing and phygital design can generate a high-impact communication model for brands and institutions.
High-attendance spaces such as airports represent strategic contexts for experiential cultural projects, capable of combining mass visibility and content quality.
A vertical marketplace such as www.noiviviarte.it enables scalable structuring of the ecosystem of relationships between artists, creatives, tour operators, institutions and brands.
The collaboration between a cultural platform (steelbloom) and a strategic marketing and digital development partner (Factory Communication) can become a replicable model for other cultural branding and creator economy projects.
