A couple of years ago the company Pure Aruba Events Foundation came up with the idea to shake up the previous mine city St. Nicolas. They wanted to make the city attractive again, for the inhabitants self but also to attract tourists. The Aruba Art Fair, that is annually held in St. Nicolas, became a big success. It attracts thousands of visitors from over the whole world each year. Aruba Art Fair is a multi-day festival. The goal of the festival is to inspire the Aruban population and turn St. Nicolas into a city full of galleries, art shops, and street art.
ASA is media partner of the Aruba Art Fair since the first edition. Together with the organization from Pure Aruba Events, ASA developed a plan of action, the marketing strategy, and the design of the festival.
Every year the line up of the festival consists of both national and international artists co-selected and advised by ASA’s agency. During the festival, those specially selected artists paint murals on designated buildings and walls through the city. This resulted in 33 new murals in the year 2017. Also through ASA´s file that consists of more than 400 artists, multiple collaborations have arisen especially for the festival. ASA also functions as a link between the organization and artists. We are responsible for communication between both parties, to make sure everyone involving the festival can enjoy success.
From the beginning of Aruba Art Fair ASA makes both during the run-up of the event and the event itself an everyday photo report. This photo report is distributed via ASA´s social media as well as different Aruban channels. ASA interviews the street artists and visitors of the festival via interactive live broadcasts.
During the Aruba Art Fair ASA organized workshops for the local youth. During the workshop, children made stencils together with team ASA to then paint them on several spots in St. Nicolas.
A unique part of the collaboration between ASA and Aruba Art Fair is that ASA is not only present as a curator and co-organizer but also as artists; ASA’s team paints a few designated walls also.
Street Art Awards
Since ASA has built a good relationship with the Aruba Art Fair organization we introduced our concept of the Street Art Awards. In this case, we have arranged that winners of this award show are invited to the one happy island to paint a big mural during the Aruba Art Fair.
.Company: Pure Aruba Events Foundation.
.Mission: make St. Nicolas attractive again, for the inhabitants self and to attract tourists
Skills used: Curation, collaboration, social media, production, workshops, mediapartner.
Would you also like to create an innovative experience? ASA is the perfect partner to design an ‘out of the box’ concept for your product, message or company whereby several urban disciplines reinforce each.
For several clients, ASA developed multi-disciplinary concepts. Within these concepts, street art is combined with, as an example, urban music and interactive workshops. The total experience has a reinforcing effect to keep the target group actively involved and to realize the underlying (commercial) goals.
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