The Pharos Flower at the Venice Biennale
Events, awards and cultural moments
Campaign strategy & positioning
11 attendees at the launch from key media outlets
The Brief
Midas were recruited to promote Armenia’s leading female contemporary artist Narine Arakelian’s installation for the 58th Venice Biennale. Arakelian transformed the 15th century spiral staircase of the Palazzo Contarini del Bovolo into a striking multi-coloured lighthouse.
The Work
We hosted a launch event inviting national, international and specialist media, and photo agencies. We supported this with issuing a range of tailored press releases and liaising closely with media on-site.
The Results
Attendance at the launch event and coverage included Wallpaper*, FAD, Quintessentially, Wall Street International, ELLE Décor, Art Tribune, Art Net, Kaleidescope, USA News, Studio International & GETTY.