What could be better than a purist approach to event marketing art? This year’s YoungArts Foundation Gala experienced a slew of action-paced, eloquent and fascinating displays. The event’s figurehead, highlighted by the Max Mara logo, was incredibly flexible. That said, the Italian luxury brand was only the show’s opening act. Dubbed the 2017 YoungArts Backyard Ball, the Gala far exceeded other, run-of-the-mill charity promotions.
The Backyard Ball
On January 14, 2017, the National YoungArts Foundation posted up in Miami, delivering its annual extravaganza to support the nation’s future artists. While recognizing the year’s talent, the Gala assisted this year’s 691-bodied audience of YoungArts Winners. The event supplied explorative music, awesome additions and amazing contributions to art, including jazz pianist Jason Moran, choreographer Jessica Lang and Max Mara’s north American retailer, Maria Giulia Maramotti.
The Birds
Among the artistic display showcases was an interesting assortment of origami birds. The event’s origami theme, incredibly varied, included many nods to the ancient arts of paper folding—such as abstract bird shapes. The stage’s backdrop was lit, the birds were folded and a dulcet purple framed the entire scene.
The Gala’s graphic cover design reflected this display, revealing different handcrafted art designs, origami’s geometric nature and a variety of event inclusions. Meanwhile, the event’s ceiling origami installation captured nature with hundreds of suspended paper butterflies. All around, floating origami animals impacted the space.
Success and the Prevalence of Art
The evening raised over $1.5 million to support YoungArts establishments, initiatives and programs in Miami, Los Angeles, New York and Washington D.C. The event’s aspiring artists—along with those abroad—were given extraordinary, life-changing opportunities to connect with their field’s leading impactors. The presence of public-presented work, a nod to tradition and the collaboration of different disciplines, together, made the Backyard Ball stand apart.
The event’s guests, of course, applauded the winners of the National YoungArts Week—which occurred between January 8 and 15. In the world of art, a little experiential marketing goes a long way. Origami birds, the presentation’s frame—in a sense—highlighted the gala's freedom, creativity and curiosity. Sometimes, event displays needn’t be expensive. Sometimes, trending, fun and unique event inclusions can be as pure as the message they’re relaying. In the world of charity promotion, event marketers have a lot of options. The National YoungArts Week presented a unique opportunity, too, which was categorized by a celebration of all things art. Minimalism still works, and events are still using it as an effective presentation too.
