Magical Art

It is the function of art to renew our perception. What we are familiar with we cease to see. The writer shakes up the familiar scene, and, as if by magic, we see a new meaning in it.                                                                                                                                                                                - Anais Nin

How often will you hear magic, art and brand strategy spoken in the same sentence? Rarely. Yet they probably should be in close proximity to each other more often. 

If you look around the marketplace, the value propositions that companies have typically beat their chests on are dissipating. The business models that sustained companies in the past, more than likely won't be viable in the future. The question on the table for many is...what do we do?

Unfortunately there is no silver bullet answer to that question. But there are spaces of exploration, experiments to conduct and creative ideas that could be valuable and well worth your consideration. 

One of those is Magical Art.

Now Magical Art isn't one particular thing, place or idea. It's an approach, a process, a strategy by which you can begin to create new kinds of value.   

So why "Magical Art?" Magic engages our attention. Manufactures the unexpected. Invites us to want to know more. It begs the question - how was that done?!  Art, as Anais Nin mentions, renews our perceptions and brings to the fold new meaning. It's purpose is to impact and influence the way we see and understand things.

Now when those two words come together, what happens? You get a space, a thing or an idea that invites people to be immersed in their curiosity. To learn about what you espouse, be influenced by it and then share it with others around them. You get things like chocolate love, Sweatshoppe, and a guy on a horse.  

Now I just came across Dentsu London the other day, and perusing their site, I'm definitely seeing some very cool magic in their art...

Making Future Magic: iPad light painting from Dentsu London on Vimeo.

Comments

[alison claire]

Yes! And, all your previous ideas (SEDUCTION, CREATIVITY, PLAY) connect up and converge here. Magic = illusion and seduction is all about creating illusion, no? Also, magic/illusion/fantasy are about holding onto that childlike element of PLAY. Perfect that you chose Anais to quote because she’s not just paying lip service, her whole life was about creating illusions, dreaming, imagination, building her own fairytales and fantasies to inhabit...LITERALLY. In the way she dressed (in costumes vs. regular clothing):
http://www.anais-nin.de/pic/anaisdancer.jpg
in the way she decorated her homes like play “stages” (she was a “mushroom house” kind of lady, would dream up a fantasy world and then make it for herself. Once she painted each room in her house a different color to elicit different emotions (from her diary..."one room for every separate mood: lacquer red for vehemence, pale turquoise for reveries, green for repose, ... ” She writes, “With hammer and nails, paint, soap, money, typewriter, ....I created a dream.”

And these illusions she created drew people around her like bees to honey. They were ENCHANTED. They wanted to be around her to be part of that world, because of how that made them FEEL. Now, imagine if she were a brand. Create the illusion, create a world…make people want to be part of it, and……

[Rasul Sha'ir]

Nice comment Alison! Thanks for the in depth info on Anais. Good stuff. I'll check her out a lil' bit deeper.