Artists are storytellers. By presenting her bed as art, Tracey Emin is revealing her personal story, that she’s as insecure and imperfect as the rest of the world. Similarly, effective marketing should always have a defined purpose and a compelling story.

Brands have often looked upon the art world to help bring their stories to life. The gallery experience establishes an intimacy between the artist and viewer, which brands look to replicate. This month creative agency Leagas

Delaney collaborated with the Saatchi Gallery and Patek Philippe on Watch Art, an exhibition of 400 timepieces throughout 21 themed rooms. The exhibition provided a rare insider’s perspective into the art of watchmaking.

Visitors could contemplate the handmade craft and layers of complexity, just as they would a work of art . To make the experience even more immersive a master watchmaker built timepieces in the exhibition space.

The Saatchi Gallery had previously collaborated with Hermés, creating a surreal Parisian world inspired by the brand. Before that Rolls-Royce crafted a multi-sensory experience, where bespoke interactive art installations told stories of colour, technology and materials.

Brands will work with artists not only t o illustrate a story, but to harness that artist’s influence and give authenticity to their own products. Nike Global Energy was established for Nike to collaborate with artists across music, fashion and design. Much of their work is exhibited at design festivals across the globe, giving the brand a relevance to this influential audience.

Collaboration between brands and the art world continues to result in some of the most creative, engaging and immersive marketing.

Read on for examples…