Cultural sites such as museums, galleries and art fairs must apply creative marketing actions that allow interact and attract people, therefore, they are places with quiet environments and few are interested in visiting them.
Therefore, the Affordable Art Fair, used a live action marketing to show the works of art to be exhibited and sold in a place that surprised the audience: the lagoon Hampstead Heath.
This place is well known in London as it is a unique place for swimmers and therefore the fair decided to create an installation with eight of his photos in the water, so that the athletes could enjoy the works of art from within pond, a feature that surprised many.
Romy Westwood, director of the fair, said: “The essence of the Affordable Art Fair is to make art more accessible and put a fun and inviting views on what can sometimes be seen as an elitist industry See the smiles on the faces of. swimmers, this morning, was a great example for us art transforming power “.