In our hyperconnected world, we are constantly bombarded by messages from all angles of life. These messages can come from friends, marketers and the digital buzz that is happening all around us. Information then becomes difficult to grasp and the messages behind it even harder to understand. Brands are suddenly faced with a seemingly existential question: How do you cut through all the noise so your brand message is heard?
CUTTING THROUGH THE NOISE.
The answer is one-of-a-kind experiences that cannot be fully imitated nor recreated. In doing so, brands demand the consumers’ attention followed by their curiosity, wonder and excitement that arises from unique brand experiences. These unique experiences create a willingness in the consumer to share the experience with friends and family. But more so – it crystallises defining moments for consumers’ that reaches emotionality where the experiences becomes unforgettable.
Brand perception is undoubtedly shaped by these moments of connectedness. It is this elusive and almost alchemic formula that brands of today are eager to create within their brand experiences in order to cut through all the noise.
ART OF DINING.
For ARTCUBED, creating one-of-a-kind experiences is part of their DNA. This LA-based brand dubs itself as “a new breed of art event” where they explore the intersection of art across multiple subjects all within the confines of a cube structure.
I want people to touch, taste, see, hear and share.
Their first event dubbed ARTXFOOD which is running for a “blink or you’ll miss it” twenty-three days ensures that this is an experience not to be missed. The exclusive event blends contemporary art with contemporary food with the aid of a renowned chef and a local artist.
ART OF EXPERIENCE.
Through LA artist Greg Ito’s vision, the cubed space was brought to life by his designs all the way from the chairs, the sculptures and even the ceiling. Each space was meticulously paired with unique pieces of art that complimented its function. Blais further added to the seamless harmony of the art and the food by creating cocktail pairings for some of the sculptures and installations.
Renowned chef Richard Blais was responsible for creating a dining experience that complimented the whole space. His four-course menu was heavily inspired by Ito’s art, resulting in an immersive one-of-a-kind experience in an artistically alien world. Blais reflected, mirrored and dissected elements of Ito’s art in order to create inspired dishes that were eclectic and unique.
What resulted is the creation of an exclusive art space that just so happens to serve equally tasteful and artistic culinary experience for guests. It blurs the line between art and food: creating an inimitable hybrid experience that is difficult to forget. Once this alchemic experiment finishes, its existence will only remain in the guests’ memories and probably their Instagram.
Image credit: ArtCubed