homework
After dealing with elitism in the art world, Aurelio Aguiló and Mayra Mejía sought to open up the consumer experience around fine art. They created homework, an innovative “nomadic” gallery platform focused on emerging art and artists. Eschewing a permanent physical location, homework instead travels with the global art circuit, activating spaces throughout the world and making art accessible to all who enjoy it. Raygun designed the gallery’s brand identity and assisted with marketing and event production.
Challenges
homework is an art gallery with an experimental “nomadic” format – rather than exhibit art at a physical storefront, their mission is to travel around the world, activating alongside various art fairs and festivals, and offer an alternative to the elitism of the traditional art world. Raygun needed to explain and market this new, unconventional format as homework prepared to launch their first exhibition, a group show of artists from throughout the Americas titled “homework 00001,” in Miami to coincide with Miami Art Week and Art Basel Miami Beach, one of the busiest, most oversaturated events on the global art calendar.
Strategy:
Emphasizing the democratizing nature of homework’s mission, Raygun designed several essential aspects of homework’s brand identity, including their logo and social media playbook. We have also completed press campaigns for their opening show and further exhibitions – both in New York at the Ace Hotel New York and in Miami – advised their internal social media team, secured product sponsorship, and produced and managed guests for several events, including opening and closing parties, panel discussions and music activations.
Results:
homework’s Raygun-produced events have received positive local and national press coverage and in-person attendance, up to and including their latest show in Miami, “Salad Days.” The gallery reported strong sales during their debut show and has continued to build its profile internationally with successive activations. During “Salad Days,” their latest show in Miami, Raygun Agency co-produced a panel discussion with homework called “Painting the Picture: Advice for Career Artists,” moderated by agency co-founder Florencia Franceschetti.
