Cass Art X Liquitex X UK Student Day

January 30, 2023 | |
Views: 110
| 12 comments

In this article, find out from the UK Sales and Marketing team as they partner up with long-term partner Cass Art to bring Liquitex to life for emerging artists during the Cass Art Student Day.

On Thursday, 26th January 2023, we celebrated our UK retailer's Cass Art, Student Day January 2023, by getting involved in-store and setting up Liquitex working tables across three key Cass store locations. On the day, at the London Islington, Manchester and Glasgow stores we invited Cass Art customers to come and explore the Liquitex Professional Colour Range with us.

With Liquitex Heavy Body Fluorescent Orange and Iridescent Black being part of the Cass Art Student Day January 2023 goodie bags, we saw an opportunity to create a beautiful, visual narrative… At all three locations, we set up an in-store Liquitex working table, represented by various Colart ambassadors (including UK Marketing team members, trained students and artists).

Our Colours Are Our Heroes 

It was important that we ensured that our presence in-store created as much impact as possible and visually communicated the Liquitex Professional range, but also really appealing to the Cass Art Student Day audience. We let the colours be the heroes using a Fluorescent Orange and various shades of Black from the Liquitex Professional Colour Range as the focus of our working tables. 

Alongside samples of Fluorescent Orange and Blacks in Heavy Body, Soft Body, Acrylic Gouache, Acrylic Ink, Acrylic Marker and Spray Paint, we also designed custom-tailored strut card graphics. The latter showcased what Liquitex ranges and colours could be found on tables and highlighted key USPs about each range. 

The graphics and paints were accompanied by Liquitex Paper, Brushes and Knives, allowing customers to try out the different ranges and colours for themselves. Our talented Colart representatives also took the opportunity to demo the colours and their various techniques and spent quality one-on-one time with customers to talk to them about Liquitex and Winsor & Newton brands.

Our aim to blend the online, virtual world with an in-store customer experience was seen in the Islington store, where we displayed an iPad on the table displaying the Liquitex Professional Heavy Body video on loop and focusing on Iridescent Black and Fluorescent Orange.

What We Learnt

The footfall in-store during Student Day (across all 3 locations) was lower than anticipated. However, we saw it as an excellent opportunity to focus on "less = more" and spend one-on-one time with customers and Cass Art employees who are often practising artists themselves. It was a great way to further strengthen our relationship with the Cass Art Marketing and in-store teams and showcase our brand during a critical, commercially-driven retailer event. We can now also take learnings, successes and opportunities into the next event and share this with other markets.

Comments

  1. Congratulations to Charlotte, Francheska, Steph, Viktoria, Eden and Emma on a great collaborative effort that exhibited the passion, attitudes and behaviours that are part of our DNA. I am super proud of you all in your efforts that have resulted in a really successful, well executed activity that has enabled us to engage with and connect the Liquitex brand with our consumers, in partnership with our key retail partner Cass. A special thank you also to Harsa’s daughter Mili, who brilliantly supported the UK team at short notice. Great work and well done. Best, Anthony

  2. Impressive work! What a fantastic event to showcase the Liquitex Professional Color Range at Cass Art’s Student Day. The creative use of Fluorescent Orange and Iridescent Black as the focus of the working tables has great visual appeal, and the integration of the online world with an in-store customer experience was a clever touch. What a great way to strengthen the relationship with Cass Art and its customers (and something I might be “borrowing” for some key indies!). Highly commendable and a great success! Well done!

  3. You’re welcome to take the template Guy, same goes for other markets. Amazing job by the whole of the marketing team, especially as it was at fairly short notice from Mark Cass who had seen the Great Art x W&N GA event in December and wanted to know what we could do to support their Student Day event in January, with Christmas in-between! Everything was executed to such a high standard and the comms between Francheska and Martyn and Emma on the sales side was flawless too. Proud doesn’t even begin to describe the way I feel about how well everyone pulled together to make this work. Excellent work guys.

  7. Huge well done to the team for pulling this together and executing it so well. Lots of hard work and last minute ‘retailer’ requests.
    These days, engaging with staff and consumers, are invaluable to our brand building. No amount of ROI can quantify the consumer / staff satisfaction, empathy with the brands and their mutual passion for what the products deliver.
    Great work folks and a big thank you from me!

  8. Amazing execution in store, really capturing everything that is great about our brands as well as our colleagues and teams. The turnaround was very tight, yet the team pulled together an impressive and well thought out experience for customers and Cass staff. Its great to see instore activity back in full swing and a huge shutout to all involved. Thank you for your hard work and amazing input on this event.

  9. Fantastic collaboration with Cass! It was a great opportunity to get lots of quality time with customers and staff alike. And one hundred percent agree with comments above that being in-store (as well as online) is invaluable. A tight turnaround indeed but great teamwork between us all to make this happen, and successfully. Lots of learnings to take into next time and also share with other markets and across retailers for best practice.

  10. What a fantastic collaboration! Looks so well executed and represented the brand perfectly. The quality time with the staff (in addition to consumers) will absolutely pay off. Congratulations to all involved in making this happen.