Last week, I had the incredible opportunity to be part of an art activation for Clarus Glassboards at NeoCon 2024 in Chicago. As a bodypainter based in Dallas, collaborating with Clarus and showcasing our work in such a prestigious event was a truly enriching experience. This blog post will delve into the details of our activation, highlighting the synergy between Dallas, Fort Worth, and Chicago, and offering insights into how art can transform a tradeshow environment.

Transformative Art in the Clarus Showroom

NeoCon 2024’s theme, "Design Takes Shape," set the stage for innovative and immersive displays. Clarus embraced this theme with their "Perspective/Perception" concept, challenging and changing perceptions of glass through art and design. Our activation aimed to blend the boundaries between art and environment, creating a seamless integration of bodypainted models into the tradeshow space. The goal was not to act as a lead magnet but rather to serve as themed entertainment at the tradeshow mixing both live painting and prepainted models with photobooth stations.

Experience 1: Home Decor with a Twist

For Experience 1, I had the pleasure of bodypainting a gender-fluid model named Squid. The goal was to blend Squid into a home decor environment that featured Clarus’s innovative products, with a unique twist: the paintings were printed on glass. This concept not only highlighted the versatility and aesthetic appeal of Clarus’s glassboards but also created an interactive and visually captivating display.

Squid's live painting and presence next to the glass by the hallway became a showstopper during this event until lunchtime. The intricate bodypaint design made Squid virtually disappear into the backdrop, stopping foot traffic as attendees exclaimed "wow!" The selfie ring light station with an iPad allowed guests to capture and share these moments, adding an interactive element that resonated well with the audience.

Day 2 brought another layer of creativity and surprise. The morning began with the activation at the selfie ring light station with Squid where this time they were prepainted prior to the doors opening. This interactive setup allowed attendees to take photos with Squid, who was bodypainted to blend into a home decor environment featuring Clarus’s glass paintings. This activation consistently drew attention and engagement, with many guests stopping to marvel at the seamless integration and snapping photos to share.

Experience 2: Hidden Messages and Abstract Art

In the afternoon of Day One, I worked with Kerie, a female boudoir model, for a distinct installation collaboration. I blended her into a multimedia mural created by the renowned Texas-based muralist Katie Murray (Meow Wolf). This mural, a captivating mix of materials, featured a hidden word "perception," which added an element of discovery and engagement for attendees. Kerie’s bodypainted presence within this piece emphasized the theme of perception and illusion, inviting viewers to look more closely and interact with the artwork.

Experience 3: Hidden Art in the Shadows

Experience 3 on Day Two featured a third live painting and photo booth opp during a party hosted by Clarus. Kerie was transformed to blend into a dark abstract mural adorned with colorful teardrops reminiscent of butterfly wings. This installation was strategically placed in a more secluded area of the tradeshow, creating an element of surprise. Guests were often taken aback as they turned the corner and saw Kerie making subtle movements, which reinforced the event's theme of "Made you Look." The unexpected visual experience and the artistic integration captivated and delighted attendees.

By incorporating these diverse bodypainting performances and interactive elements, the Clarus showroom not only showcased the innovative potential of their glass products but also provided an engaging and memorable experience for all visitors.

Clarus: Innovators in Glass Communication Solutions

While our art activation was a highlight, the true star of the Clarus showroom was their array of innovative products. Clarus, the originator of the glassboard, continues to push the boundaries of design and functionality. Attendees were introduced to products like the Glide TV, Float Transition, and the modular Atmus Mobile Desk, which transforms from a mobile whiteboard to a sit/stand desk.

The Clarus showroom also featured personalized caricature drawings on glass, signature cocktails, and exclusive happy hour events, all contributing to an engaging and memorable experience for visitors.

The DFW Connection: Bringing Local Talent to a Global Stage

This activation was a testament to the rich artistic talent in the Dallas-Fort Worth area. As a Dallas-based bodypainter, collaborating with Fort Worth’s Katie Murray showcased the dynamic art scene in our DFW region. Bringing this local talent to a global stage like NeoCon in Chicago highlighted the creative synergy and potential of DTX artists.

Tips for Successful Art Activations

Integration with Brand Theme: Ensure the art aligns with the brand's theme and message. Our work with Clarus was seamlessly integrated into their "Perspective/Perception" theme.
Interactive Elements: Incorporate interactive features, such as the selfie ring light station and hashtags, to engage the audience and make the experience memorable.
Surprise and Delight: Use elements of surprise, like hidden messages or unexpected movements, to captivate and retain audience attention.
Collaboration: Partner with local artists and brands to bring fresh perspectives and ideas to the activation.

Conclusion

The art activation for Clarus at NeoCon 2024 was a success, blending innovative design with experiential art. The combination of bodypainting, multimedia murals, and interactive elements created a captivating and immersive experience for attendees. This collaboration not only showcased the versatility of Clarus products but also highlighted the vibrant artistic talent from Dallas and Fort Worth. As we continue to explore new ways to merge art with brand experiences, this activation stands as a prime example of the power of creative collaboration.

If you’re interested in more behind-the-scenes insights and future projects, stay tuned and follow my journey as a bodypainter and content creator. The intersection of art and experience holds endless possibilities, and I’m excited to continue exploring and sharing them with you.