Applying art theory to experiential marketing, Firestone Art Strategy creates 360°client events that fuse luxury brands with art, architecture, and design.

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To curate is to perform experiential marketing of and for material culture.
— Anya Firestone, The Firestone Manifesto
 
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Art Strategy |ärt ˈstratəjē| Noun
1. The tactical approach to integrating visual arts with a brand through either curation* or collaboration; 2. Not necessarily involving artworks, it is the use of an art curator’s perspective in order to strategically showcase products outside of retail space, and into an experiential, lifestyle event. Accordingly, goods are appreciated as unique creations rather than products, and targeted clients can engage with them through various areas of high-culture (e.g. fashion, architecture, etc), from which new client acquisition can also ensue. ORIGIN: New English from 21st century Firestonian theory, with early 19th century influence from French stratégie, from Greek stratēgia ‘generalship,’ from stratēgos and Middle English: via Old French from Latin ars, art-.

*Curation |kyəˈrāSHən| Noun 1. The strategic narration of objects, usually art, across a physical space, designed based on how the curator wants the public to engage with and appreciate those creations through the exhibition experience; 2. A new, Firestonian methodology of VIP client experience strategy wherein: Curation = Event Production + Experiential Marketing. ORIGIN: Middle English: from medieval Latin curatus, from Latin cura ‘care.’

Read The Firestone Manifesto:

Curating as Branding: Why Products Need to Be Treated like Artworks