Atelier Lozano-Hemmer
Global
Communication 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
Increase audience through multiple channels (social, newsletter subscribers, press) and target specific leads within institutions worldwide where Rafael Lozano-Hemmer would show specific works of art.
Objectives
Establish and promote Atelier Lozano-Hemmer as a dynamic, academically respected environment for public and media art, media conservancy, and social practice. Highlight the studio’s longevity and international collaboration, as well as its progressive social values and philanthropic projects.
Situation
Rafael Lozano-Hemmer has an extensive career in media art spanning over 30 years. Despite this, his name is often only associated with his most widely recognized piece, “Pulse Topology.” This indicates a gap in the public's recognition of his overall work, especially across North America and Europe.
TargetsArt enthusiasts and collectors in North America and Europe interested in media art, public installations, and interactive projects. Institutions such as museums, art centers, and universities looking for innovative art installations. Press and media outlets focused on art, technology, and cultural impact.
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
Increase audience through multiple channels (social, newsletter subscribers, press) and target specific leads within institutions worldwide where Rafael Lozano-Hemmer would show specific works of art.
Objectives
Situation
Rafael Lozano-Hemmer has an extensive career in media art spanning over 30 years. Despite this, his name is often only associated with his most widely recognized piece, “Pulse Topology.” This indicates a gap in the public's recognition of his overall work, especially across North America and Europe.
Targets
Issue
There is a need to connect the audience with Lozano-Hemmer’s viral works and the full spectrum of his studio’s projects and contributions over the years.
Context
With over thirty years of experience and a diverse international team, Atelier Lozano-Hemmer has the potential to engage a wider audience and showcase its impact through its pioneering media art, public installations, and social projects. There is an opportunity to position the studio as a leader in art, technology, and social practice.
Insight
Audiences respond to art that captivates visually and engages emotionally and intellectually. The studio’s emphasis on media art and public engagement can be leveraged to deepen the connection between the audience and Rafael Lozano-Hemmer’s work.
Strategy
Press Releases and Media Partnerships: Target art and culture publications with press releases showcasing the studio’s range and influence on media art and public installations.
Newsletters: Focus on increasing newsletter subscribers by offering exclusive insights, early access to events, and invitations to interactive virtual exhibitions.
The Approach
Currently in progress, it involves implementing a phased campaign to increase visibility, engage target audiences, and secure collaborations with key art institutions. By leveraging social media and press outlets, the campaign aims to expand awareness beyond the most well-known works and build deeper audience connections through behind-the-scenes content and storytelling, focusing on media conservancy. This strategy is designed to grow newsletter subscriptions and increase social media engagement by 30% ( currently, we have increased ~21 - 25% in both). In parallel, targeted outreach to art institutions and festivals will focus on presenting tailored proposals we have secured various new collaborations in the past 8 months. An interactive public installation in Toronto is planned to attract new audiences in June 2025.
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.