Strategic Transformation of Brands in Culture and Art Projects
Culture and art projects are evolving into a new structure that generates shared value among brands, institutions, and audiences, driven by the experience economy and digitalization.
Projects in the field of culture and art are transforming into a new structure that creates shared value among brands, art institutions, and audiences, under the influence of the experience economy and digitalization.
New Model in Art and Brand Collaboration
Art marketing, which traditionally consisted of sponsor logos and support statements, is giving way to a more holistic model today.
Beyond increasing artwork visibility, this approach builds a sustainable experience and cultural impact sphere around art.
Experience Economy and Consumer Preferences
Digitalization and the rise of the experience economy are accelerating this transformation by diversifying cultural consumption habits.
According to PwC research, seventy-three percent of consumers consider experience as one of the decisive factors in their purchasing decisions.
Audience Profile Transforming into Active Participants
Today's audience is not content with just seeing a work of art; they want to interact with it and be included in its story.
In line with this, art institutions are transforming from structures that offer products into active actors that design experiences.
Institutional Approaches and Examples in Turkey
Institutions in Turkey such as Contemporary Istanbul, Istanbul Modern, and Salt demonstrate that art is a sphere of social interaction.
Figures such as Oya Eczacıbaşı, Emre Yusufi, and Ali Güreli emphasize the importance of collaborations in terms of cultural sustainability.