marketing

Holographic Seduction

The impending holographic future is inevitable, but until we get there, holograms still seem so rare and magical – as if they were straight out of the sci-fi flicks. With the recent Tupac hologram phenomenon, it was only a matter of time before commerce took over.

A Parisian lingerie store named Empreinte, with the help of design agency Carling International, conceptualized a holographic window display that lights up after store hours.

The masked coquette enchants passer-bys after 9pm each night, strutting half-naked in lingerie. She disappears in a shower of stars only to come back later to begin the loop again. Executed by Animatik Studio AS, the display seems nothing short of marketing genius. Watch below and you’ll see what I mean.

Our High Wire Act: An Opening at BLG

Planning for an opening is a daunting task, a flurry of activity that begins months before the event. After previewing a large body of work from the artist, Bill and the staff select favorites and begin conceptualizing an overall theme around the work. For example, our upcoming exhibit entitled Sacred Portal is a sophisticated reference to the work’s carnal subject.

Titles don’t just pop out of thin air; in fact, our last show, The Irascible Muse: A Coming of Age and Fried Green Tomatoes, started with over 2 hours of discussion, brainstorming, and some random word associations until we were absolutely delirious. We took a break and the next day got it just right with a comical twist at the end.

Then there’s inventory, installation, wall tags, marketing and of course the great opening night party! The work arrives to the gallery (normally a week or two before the opening) and it is time for our wonderful, and might I say charming, installers to do some heavy lifting. Uncrating, placing , installing and lighting the work can take up to a week.

 

Bill works his curatorial magic as he strips the gallery to make room for new. Next, the gallery girls to inventory, tag, photograph, and properly document everything with pricing, materials and dimensions. Changes are still made up until the day before opening night to make sure the work makes just the right impact and that the client’s eye will move in a harmonious rhythm from object to object and idea to idea.

If you receive our invitations by mail or email you have become quite familiar with the graphic brilliance of Madame Kwan (prime example below).

Marketing is a coordinated effort and Alex Delotch Davis has her foot tapping in it all. We call all of our favorite journalists, print, online, radio and television, with what we think is the most interesting story in the world (sometimes they agree). We load up the car and hand deliver invitations to our favorite restaurants, design firms, and boutiques to share with their preferred clients. We push email blasts, twitter, facebook, and every other social media that connects us with the world. All to get the right people in the right place at the right time.

Finally opening night: food, wine, flowers, and music all arranged somewhere between uncrating and tweeting. It’s the final element of pizzazz trademark of any BILL LOWE event. For the Pierre Le Duc opening Bill and the staff selected light spring inspired food that would not overpower one’s palette. For the flowers white and lush seemed to be the perfect echo to Pierre’s monumental white linen canvases. As for the music, Florence and the Machines is included amongst our usual upbeat tunes.

 

[Flowers by Twelve and Catering by Soiree]

It’s a real high wire act keeping all the parts moving. What seems like a tranquil, ambient gallery space is underscored by lots of shuffle and buzz that keeps people coming back for more!