If you live anywhere in New York City, chances are that you have seen the brightly colored New York Botanical Garden’s posters promoting this summer’s Frida Kahlo exhibit: Art, Garden, Life. For this summer blockbuster exhibit, the New York Botanical Garden has replicated the gardens of Kahlo’s lifelong home, Casa Azul, in its greenhouses and displayed more than a dozen of the artist’s works in its gallery. The botanical garden is also hosting numerous Frida Kahlo inspired events throughout the summer. This grand exhibit was made possible by the creative and financial support of a variety of corporate partners who seized the opportunity to promote their brand and business by partnering on this art-themed event.
- Bloomberg Philanthropies created a smartphone app that visitors can use at the gardens to learn more about the plants and their relation to Kahlo’s paintings. The app also transforms visitor selfies into works of art, which will be displayed online through social media.
- Modelo Especial is providing a free beer to each attendee at any of the Frida al Fresco night events.
- Univision Communications Inc. is publicizing the exhibit on its television and radio stations to help bring younger audiences to the gardens.
- Aeromexico, the Mexican airline, provided air transportation for the art couriers, artisans, and curators who were involved in the exhibition.
- Prestige Paints created a new color called NYBG Casa Azul to commemorate the iconic color of Kahlo’s beloved house in Mexico City.
- The MetLife Foundation has partnered with the New York Botanical Garden to fund the overall exhibit as part of its mission to connect people with the arts and foster a greater awareness and understanding of cultures.
The diverse mix of corporate partnerships woven into the fabric of Art, Garden, Life highlights a growing trend…creative, mutually beneficial arts and business collaborations. By partnering on this exhibit, these businesses reached new customers, opened up new revenue streams, and publicly displayed their company values. For example, by providing free beer, Modelo Especial reached new customers and displayed the company’s appreciation for their cultural heritage. For Prestige Paints, this partnership was an opportunity to create a new product and revenue source that conveys the company’s appreciation of diversity and art. The partnership also sends a message that Prestige Paints draws inspiration from history and nature, much like the exhibit’s attendees.
Learn more about Art, Garden, Life.
Picture from The New York Botanical Garden website.