Why is "exhibition + business" so popular in the market?
In the era when operation is king, various shopping mall marketing activities have been launched one after another, but traditional marketing activities obviously cannot catch the attention of current consumers, and various theme exhibitions with certain topicality and their own traffic have attracted the attention of fans or literary and artistic youth or come to punch in for consumption. In addition, with the continuous improvement of living standards, people began to pursue the needs of the spiritual level, art, theme exhibitions just to meet the needs of current consumers, visiting the exhibition has even become one of the daily life methods of some consumers. Just imagine, it can not only bring traffic to the shopping mall, but also increase the turnover of the mall, how can such a business model not be welcomed by the market?
"Exhibition + Business" to create an immersive business experience
At present, the theme exhibition + business still becomes the diversion tool of major shopping malls, and the exhibition of shopping centers has also risen from a simple exhibition to a theme exhibition that is related to the positioning of shopping centers and integrates with commercial space and consumption process. The exhibition and business are deeply integrated to create an immersive art business experience, enhance the consumer shopping experience, and also drive the turnover of the mall from the side.
1 Shenzhen Bonjour Center: "COSMOS Parallel Universe" Exhibition
When art meets technology, the recent "COSMOS Parallel Universe" held by Shenzhen Bonjour Center is an exhibition about the future. ART+TECH+ENTERTAINMENT, presenting the most hard-core technology of the new media immersive art experience exhibition, decrypts the tens of millions of questions and magical imaginations of everything in the universe, unveils the mystery of the law of astral operation and black holes, THROUGH THE FUTURE, experiences cutting-edge black technology, and punches the coolest art space.
2 Beijing Xidan Joy City: Popeye 90th Anniversary Art Exhibition
To celebrate Popeye's 90th anniversary, YOHO! Together with Beijing Xidan Joy City and Popeye CopyrightEr, a large-scale trend art exhibition of Qimeng Airlines was presented. The exhibition includes hundreds of works by 50 artists, combined with a quirky immersive exhibition hall. In addition, artists' co-branded toys, prints, skateboards and exhibition-limited merchandise have also been sold in the exhibition, making Popeye fans and fashion art fans return with a full load.
3 Guangzhou K11: "Kaos Rhapsody" exhibition
Guangzhou K11 "Kaos Rhapsody", a landmark of art and culture in South China, is an artistic roaming full of creative inspiration from artists. In the exhibition, the audience can not only enjoy an "organic" exhibition space constructed by various paintings, sculptures, mixed media works, installations and interventions, but also invite the audience themselves to participate in this space as part of the work. For shopping malls, successful art exhibitions quickly burst the circle of friends with their fresh and interesting brushes. However, how to integrate art exhibitions and commercial operations, transform the flow of people who come to the exhibition into a high degree of passenger flow and promote consumption, rather than simply for the exhibition, immersive exhibition + business or the direction of future exploration.
4 Beijing Fang: 10,000 Cup Exhibition
Use the cup as a medium to explore contemporary lifestyles! Thousands of cups were unveiled in amazement, and the "10,000 Cups Exhibition" performed by the Alliance of 100 Designers was grandly opened in Beijing Fang. This exhibition brings together design, handicrafts, art, exhibition, life, light retail as a whole, thousands of cups of stunning appearance, hundreds of freelance designers and handicraft artists ingenuity interpretation, the national banquet cup, ancient porcelain bureau, five famous kilns and other ten exhibition areas have a variety of styles, is the perfect interpretation of exhibition + business.
5 Shenzhen Bay MixC: Genius Van Gogh Dream Exhibition
The Genius Van Gogh Dream Exhibition, jointly authorized by 8 museums, will exhibit 21 Van Gogh classics. 11 themed spaces are set up on the spot, a new artistic experience, and you can enjoy a first-class sensory feast! Different from ordinary art exhibitions, this exhibition integrates technology to integrate AI, AR, light and shadow effects, and somatosensory installations, and the multi-sensory immersive experience is only to take you into the painting, into Van Gogh's art world, and follow the "light chaser" journey!
6 Shanghai Shimao Plaza: Cute and Mischievous British Museum "Egyptian God"
Shanghai World Trade Center this Egyptian Mengshen pop-up store, at the entrance set up "three-dimensional photo wall", "Egyptian museum gallery", "Mengshen light and shadow interactive corner" and other experience areas, experience the mysterious ancient Egyptian world. The theme retail area of the pop-up store has nearly 200 Egyptian series of themed cultural and creative goods, which can be said to be the first time that the British Museum has gathered such a rich theme cultural and creative periphery in China, and has been concentrated in the form of pop-up store exhibitions.
Case study: Through art exhibitions, these world-class outstanding artists' works are introduced into the shopping mall, and integrated with the functions of experience, social networking, entertainment, scene consumption and cultural and creative consumption, which increases the traffic of the mall to a certain extent, and also accumulates popularity for the mall. Ticket revenue and derivatives can also bring substantial economic benefits to shopping malls.
Conclusion
The "exhibition + business" game will deeply integrate excellent artworks, works and commercial spaces through exhibitions, create an immersive business experience, increase the traffic of shopping malls, drive sales of shopping malls, and the peripheral products derived from these exhibitions will also bring some considerable benefits, which is currently a more effective and novel marketing method.
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