Atelier Lozano-Hemmer
Global
Communication and Marketing Strategy for an Artist Studio
Rafael Lozano-Hemmer is a Mexican Canadian artist based in Montreal.
Brand
Atelier Lozano-Hemmer is the artist studio of Rafael Lozano-Hemmer in Montréal, dedicated to developing and presenting media art. Established in 2003, the studio comprises a team of twenty-six people from ten countries— architects, programmers, artists, scientists, writers, designers and musicians. The team is split between Antimodular Research, an R&D company; Vectorial, a production company; and Antimetric Institute, a non-profit organization. The Atelier is proud to run a progressive environment featuring gender equity, an active social practice, and continuing philanthropic projects.
Business Challenge
Expand audience reach across social media, newsletters, and press, while targeting institutional leads for exhibitions and collaborations.
Objectives
Position Atelier Lozano-Hemmer as a leader in media art, public engagement, and media conservancy. Spotlight the studio’s longevity, global collaborations, and progressive values.
Situation
Despite a 30-year career and global recognition, Lozano-Hemmer is often primarily associated with “Pulse Topology.” This signals a visibility gap around the broader scope of his work, especially in North America and Europe.
Targets
Issue
The public’s association with only one iconic work overlooks the full spectrum of the studio’s output. There’s a need to reconnect audiences with the depth and evolution of Lozano-Hemmer’s practice.
Context
With over 30 years of international experience and a multidisciplinary team, the studio is uniquely positioned to expand its visibility. Its portfolio includes pioneering media artworks, public installations, and socially engaged projects — yet many remain underrecognized by broader audiences.
Brand
Atelier Lozano-Hemmer is the artist studio of Rafael Lozano-Hemmer in Montréal, dedicated to developing and presenting media art. Established in 2003, the studio comprises a team of twenty-six people from ten countries— architects, programmers, artists, scientists, writers, designers and musicians. The team is split between Antimodular Research, an R&D company; Vectorial, a production company; and Antimetric Institute, a non-profit organization. The Atelier is proud to run a progressive environment featuring gender equity, an active social practice, and continuing philanthropic projects.
Business Challenge
Expand audience reach across social media, newsletters, and press, while targeting institutional leads for exhibitions and collaborations.
Objectives
Position Atelier Lozano-Hemmer as a leader in media art, public engagement, and media conservancy. Spotlight the studio’s longevity, global collaborations, and progressive values.
Situation
Despite a 30-year career and global recognition, Lozano-Hemmer is often primarily associated with “Pulse Topology.” This signals a visibility gap around the broader scope of his work, especially in North America and Europe.
Targets
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Art enthusiasts and collectors interested in interactive and media art
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Institutions (museums, universities, art centers) seeking large-scale public installations
- Art and culture media covering technology, interactivity, and cultural impact
Issue
The public’s association with only one iconic work overlooks the full spectrum of the studio’s output. There’s a need to reconnect audiences with the depth and evolution of Lozano-Hemmer’s practice.
Context
With over 30 years of international experience and a multidisciplinary team, the studio is uniquely positioned to expand its visibility. Its portfolio includes pioneering media artworks, public installations, and socially engaged projects — yet many remain underrecognized by broader audiences.
Insight
Audiences respond to work that’s both visually striking and emotionally/intellectually engaging. There’s an opportunity to reframe the narrative through storytelling, making the studio’s full archive more accessible and resonant.
Strategy
Narrative Positioning: Share the studio’s long-term impact, collaborative ethos, and social commitments. Reintroduce overlooked works to deepen audience understanding.
Multi-Channel Campaigns
Social Media: Develop thematic series (e.g. archives, behind-the-scenes, process videos) to diversify content and spotlight more than just viral works.
Newsletters: Offer exclusive content and event access to grow subscribers and nurture leads.
Press: Pitch stories to art, design, and technology outlets that highlight the studio’s relevance across disciplines.
Institutional Outreach: Build tailored proposals for key museums and festivals, aligning Lozano-Hemmer’s practice with their curatorial goals.
The Approach (in Progress)
We are implementing a phased campaign to increase visibility, engage target audiences, and secure collaborations with key art institutions. The strategy focuses on expanding awareness beyond Lozano-Hemmer’s most recognized works and building deeper audience connections through storytelling, behind-the-scenes content, and a focus on media conservancy.
As part of this, I lead the studio’s organic content strategy and community growth across Instagram. My approach emphasizes value-driven engagement — spotlighting the archive, interactive projects, and studio process in ways that resonate with curators, institutions, and art audiences globally.
Results to Date (May 2024 – Present)
This ongoing work supports the campaign goal of amplifying the studio’s visibility while reinforcing its identity as a socially engaged, critically relevant, and technically innovative media art practice.
Audiences respond to work that’s both visually striking and emotionally/intellectually engaging. There’s an opportunity to reframe the narrative through storytelling, making the studio’s full archive more accessible and resonant.
Strategy
Narrative Positioning: Share the studio’s long-term impact, collaborative ethos, and social commitments. Reintroduce overlooked works to deepen audience understanding.
Multi-Channel Campaigns
The Approach (in Progress)
We are implementing a phased campaign to increase visibility, engage target audiences, and secure collaborations with key art institutions. The strategy focuses on expanding awareness beyond Lozano-Hemmer’s most recognized works and building deeper audience connections through storytelling, behind-the-scenes content, and a focus on media conservancy.
As part of this, I lead the studio’s organic content strategy and community growth across Instagram. My approach emphasizes value-driven engagement — spotlighting the archive, interactive projects, and studio process in ways that resonate with curators, institutions, and art audiences globally.
Results to Date (May 2024 – Present)
- 📈 +32.6% total reach, achieved organically (no paid media)
- 💬 14.1K content interactions, reflecting a 100% increase
- 👥 ~10% follower growth, from 29.4K to over 32K
- 📤 Top-performing posts reach 10K+ users, with up to 106 saves and 80+ shares
This ongoing work supports the campaign goal of amplifying the studio’s visibility while reinforcing its identity as a socially engaged, critically relevant, and technically innovative media art practice.
Credits
Above: The Atelier’s infopack, used for pitches, proposals and for prospective collectors. Printed size A4, Digital 16:9 ratio. Below: A video of the most recent show at the Parrish Art Museum in Water Mill, New York.