Laguna Art-A-Fair Fine Art Festival
Nestled in beautiful Laguna Canyon, the Laguna Art-A-Fair is one of the premier fine arts summer destinations in Southern California and has been for more than 50 Years. This annual event is a juried presentation of over 120 international and domestic exhibitors. This fine art festival attracts 50,000+ attendees.
The Challenge: How to attract affluent visitors and sell artwork? The attending visitors are looking to buy cotton candy, not a Picasso! In addition, the previous marketing efforts were focused on reaching quantity and not quality visitors – which decreased participation of quality Artisans during the jury selection.
Our Solution: The new Luxury home design feature at Laguna Art-A-Fair. After months of rebranding, reaching out to Fine Artists who loved the new concept, and pitching the concept to top tier interior brands we launched the “Luxury Design Wall”. Our opening night attracted the affluent homeowners, celebrities, art collectors, and press.
The Pitch: Art-A-Fair, also known as the Gem in the Canyon, this year will add a highly-anticipated new feature dedicated to art and interior design. In a town brimming with luxury homes and art galleries, the exhibit is sure to be a match made in festival heaven. Starting June 29, the Luxury Home Display area at Art-A-Fair will include a massive luxury design wall where visitors can envision fine art in various settings as well as part of their next remodel.
The displays will feature top design brands and home design related one-on-one consultations by interior design expert Nancy Vengoechea of Vengo Design.
The idea to feature design with fine art was the brain-child of festival promoter Gina Cubero. “A house—with art in it—is a home,” Gina says. “Top-tier furnishings and interior design have long been used to sell properties, but now developers and brokers often turn to fine art, too, to excite the eyes of buyers.
Art adds an extra layer of je ne sais quoi. Buyers don’t even realize what it is that makes a house pop, but a good house with good furniture, beautiful kitchen and good art really sets the tone for what feels like fine living.” Expect to see the latest design trends in kitchen, flooring, lighting, wall finishes and furnishings.
Roche Bobois, Bang & Olufsen, Mod Shop, California Closets, Lynx Grills, Lightopia, Tidelli, Siemon & Salazar, HD Buttercup, Cisco Brothers, Sonder Living and more.
Gina is smart and a quick study to hit the ground running with her out-of-the-box thinking. Her ability to pull creative teams together makes her a valuable asset to any company with which she chooses to work.
– Donald Peart, President (Union Choice)
