META 2014 holds the future of Experiential Marketing
Last night marked the launch of META, Ryerson University’s annual art exhibition displaying the creative works of emerging new media artists in Toronto. New media is a form of art that is blended with advancing mediums. It is an organic method of implementing new ways of innovation, creating images and forming social networks. This form of art is a beautiful blend of old and new. New media artists are developers and makers, they strive to immerse the audience into the experience, pushing them to connect to the piece. Today’s average art enthusiast has a deep connection with technology, why not utilize this connection to push narrative and heighten the emotional connections with art works?
The art exhibition is comparable to a play ground suitable for the enjoyment of adults and children, with projects that encourage participants to explore and play. Here are some of the projects that I had the privilege of experiencing last night:
THE ORCHESTRA BY ALEX LALONDE
The audience is invited to act as a Maestro with The Orchestra. There are three different computers located in various positions within the piece. Depending on hand gestures used by the participants, the computers act as musicians and create music as an orchestra.
FORECAST SERIES BY MAT FABIJANIC
Forecast Series displays the contrasting roles of the physical and digital mechanisms that are used to create art and adoration. This installation responds to the audiences movement, influencing them to contemplate each role in a chicken or egg fashion.
THE REFUSANIC BY LANA KUIDIR
As the spectators move around the gown and inspect the flowers, the flowers turn into moving sculptures. At first it seems evident that the unique way the participant controls the flowers is the meaning of the art piece but the concept goes further. There is only the illusion of control, in fact the dress has control over its own actions, revealing the feminist aspect of this piece.
LOST BOYS BY PAUL DIPALMA
Lost Boys is a photo series of Toronto LGBT club kids. Alex Ramadan, the photographer, followed around the group for a few years diving deeper into their personal lives. Paul DiPalma has curated the series in a way that mimics the developmental process the photographer experienced when getting to know his subjects. The photographs that are closest to the viewer represent familiar scenarios through non-incriminating photographs taken from the street. More intimate and private matters are explored in the photographs that are further away, stepping into the characters homes, a bridge to the disorienting party scene which may be otherwise inaccessible to the audience.
If you didn’t have the chance to attend last nights extremely successful opening, the exhibition is being held this year at The Burroughes located at 639 Queen St. West at Queen & Bathurst in Toronto, ON until 6pm on Saturday March 22. For more information on the event as well as information on the artists and curators visit META’s Website.
There is an ever expanding value for new media skills, especially in experiential marketing. Where new media artists strive to connect the audience to their art work, experiential marketing strives to create an emotional bond between consumer and brand through an experience. Agencies are continuously hiring the work of todays makers in order to create experiences that are long-lasting and that will create strong emotional attachments. Coca-Cola used this technological strategy with their Coke Hug Machine.
“People will forget what you said
People will forget what you did
But people will never forget how you made them feel”
– Maya Angelou, Poet and Philosopher
Do you think technology adds to the experience or does the brand get lost in the technology?