Experiência Escher [The Escher Experience] was an unprecedented event, created and developed by Art Unlimited’s New Businesses department in collaboration with Iguatemi Empresa de Shopping Centers. In 2014, the exhibition was held in several shopping centers in the state of São Paulo (Iguatemi Ribeirão Preto, Iguatemi São José do Rio Preto, Iguatemi Campinas and JK Iguatemi) from March to November. The best of Escher’s work was presented in a 120m2 structure, for the first time outside of a museum, and enjoyed the already-proven attendance success of Art Unlimited’s previous exhibitions: O Mundo Mágico de Escher [The Magical World of Escher], the most visited exhibition in the world in 2011, according to The Art Newspaper (2 million visitors), and, last year, A Magia de Escher [The Magic of Escher], which broke records for the most visited exhibition in the states of Minas Gerais and Paraná.
In this new business model, cultural events may be held wherever the sponsors want – anywhere from commercial centers, including malls, to fairs and even seasonal conventions and events. Whoever organizes the event has the great advantage of strengthening the relationship with consumers. Sponsors get an array of benefits, ranging from various possibilities of brand activation to a direct channel for their stores, which is impossible inside conventional exhibition locations, like museums and cultural institutions.
At the event, the public was invited to unravel the fascinating enigmas of optical-illusion master M.C. Escher, by means of interactive installations and facsimiles brought directly from the Escher Foundation, in the Netherlands. One of the amusements and main attractions of this exhibition was the “Relativity Room” where photos taken by the public gave rise to a spontaneous viral marketing, increasing the number of users and the publicity of the sponsors in the social media.