Case Study

steelbloom and NoiViviArte

Marketing and communication strategy

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.

Client Introduction

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.

Art in unexpected places

Take your brand to new heights

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.

Problem and initial challenge

Steelbloom needed to:

To define a clear positioning as an innovative player in the cultural marketing landscape;
To build a digital platform capable of enhancing phygital projects, artists and formats;
create a communication model that would make art accessible, participatory, and attractive to brands and communities;
transform high-frequency spaces (such as airports) into places for culture, audiences and businesses to connect.

Case Study

Marketinggoals

Positioning steelbloom as a reference in creator marketing applied to culture.
Launch marketplace www.noiviviarte.it as a hub connecting artists, creatives, tour operators, institutions and brands.
Generate qualified visibility for cultural projects, with special focus on the “Play with Leonardo” installation at Milan Bergamo Airport.
Activate creators and influencers who can amplify the narrative of projects to a wide and international audience.

Integrated strategy

Influencer Marketing Strategy

Factory Communication designed an integrated strategy articulated along three main axes:

Positioning and brand narratives: defining steelbloom’s role as a platform that transforms art into a shared and relational experience, with a brand, creator, and community-oriented language.
Marketplace development www.noiviviarte.it design of a digital environment that enhances phygital projects, artists and formats, fostering collaboration among different players in the cultural ecosystem.
Creator and influencer marketing: integration of creators and testimonials as cultural mediators, with content designed to emphasize the airport experience and the connection between art, people, and brand.

Project implementation

Context analysis and concept definition of experiential cultural marketing for steelbloom.
Design and implementation of the community/marketplace www.noiviviarte.it in Italian and English.
The platform offers multiple services such as artist registration to the community and the ability to publish their own works. A feature allowing the artist to sell their work will also be activated soon.
Development of the phygital communication model for the airport: content, storytelling and format for the “Play with Leonardo” installation on an interactive screen of more than 6 m² in the gate area of Milan Bergamo Airport.
Activation of creator marketing campaigns and social content, involving selected influencers who can tell a wide and international audience about the project.

500 registered users

Measurable outcomes

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.

Case Study

Social evidence

The project also involved creators and industry ambassadors who shared their experiences with steelbloom and the “Play with Leonardo” project at the airport.

There have been numerous interactions and contacts with international brands and stakeholders interested in the visibility model offered by the steelbloom / Noi Vivi Arte ecosystem.

The strong organic performance of the social media content confirmed the public’s interest in an experiential cultural format in an unconventional setting such as an airport.

Conclusions and lessons learned

The integration of art, culture, creator marketing, and phygital design can create a high-impact communication model for brands and institutions.

High-traffic areas such as airports are strategic settings for experiential cultural projects that combine mass visibility with high-quality content.

A vertical marketplace like www.noiviviarte.it enables the scalable structuring of the ecosystem of relationships between artists, creatives, tourism operators, institutions, and brands.

The collaboration between a cultural platform (steelbloom) and a strategic partner in marketing and digital development (Factory Communication) could serve as a replicable model for other cultural branding and creator economy projects.