Among the events proposed by companies, some experiences attract more attention than others. From customisation bars to brand activations, through Product collaboration between an artist and a house, we'll explain how these underutilised animations can become powerful strategic tools.
Object customisation bar: an event animation that naturally grabs attention
On paper, the principle is simple: to offer a Live object customisation, allowing everyone to leave with a unique piece. But on the ground, what unfolds is all the more interesting.
During a corporate event, the Customisation bar almost systematically becomes a point of attraction. No need for signage, announcements over the microphone, or elaborate entertainment: visitors draw nearer spontaneously, interact with the artist and take the time to consider what they wish to personalise.
Very quickly, a queue forms, a circle develops around the stall and the exchanges multiply. People who don't know each other comment, question and look together, making the Artisanal craft a subject of convergence.
Horseshoe Customisation Bar – The French Trotter – Photo by ©StreetDesigners
In this type of format, the wait itself is part of the experience. Far from being endured, it enhance perceived value du produit et du moment. Si la customisation d’objet en direct fonctionne aussi bien, c’est parce qu’elle réunit plusieurs dimensions rarement combinées :
- an authentic human interaction ;
- a fun activity;
- a direct exchange with an artist ;
- a visible, understandable, and controlled gesture ;
- an immediate and tangible result.
Within this logic, certain formats such as the sticker bar offer a a quick and innovative approach to personalisation Participants request a bespoke customisation of their sticker based on their ideas, typography or illustrations suggested by the artists. Participants can also create their own stickers.
Result: Visitors stay longer which is planned for the event and leave with a personalised item that they can keep or give as a gift, thereby strengthening the brand's goodwill.
Mask customisation bar - Bridgestone party theme / Photo by ©StreetDesigners
Brand activation: when customisation becomes a real touchpoint
Many talk about «artistic brand activations»... where in fact, it's just standard animations, simply dressed up in the colours of an event. However, an activation is part of a Intention plus large : that of making the brand exist through a coherent experience, thought through to the smallest details.
It is within this framework that personalisation takes on another dimension. It no longer simply enhances the experience: it becomes a direct extension of it. Whether it's a textile, an accessory or packaging, the object is no longer just transformed: it becomes a Brand-aligned expression support.
You no longer leave with just a personalised souvenir, but with a meaningful piece. of an aesthetic and a discourse. On the ground, this translates differently from a classic customisation bar:
- the content produced is directly linked to the brand image (and not solely to the lived experience); ;
- The engagement period is structured around the product. ;
- the final object becomes a vector of memory, beyond the event itself.;
- Participants tend to produce content that increases brand visibility (photos, videos, stories).
Unlike a classic event customisation animation, a successful activation is integrated into an overall strategy, taking into account brand positioning, Artistic direction, the quality of the materials and the choice of artists.
It is precisely this level of demand that allows us to go from an appreciated animation to a experience fully impactful. We observe this regularly in the projects we support.
With Clairefontaine, for example, the customisation of school supplies was not simply an activity in a workshop: it was conceived as a way of transforming these everyday objects in contexts of expression, thus extending their reach beyond their initial use.
Photo by ©StreetDesigners
And some devices go even further in content production, such as the customised photos. Aimed at extending the brand universe, they showcase the experience, so that the participants make the image their own and naturally broadcast it, making it a fully-fledged medium for expression and visibility.
Artistic collaborations: when customisation goes beyond the event to become timeless
On another level, the collaboration between a brand and an artist profoundly changes the nature of the project. We're no longer talking about animation, or even activation, but about a editorial approach designed to last.
Here, customisation is no longer solely experienced in real-time: it is materialised in an object designed to exist and potentially be commercialised beyond the moment. The aim is to create a piece (or a series) that carries an artistic intention and comes to enrich the brand's universe.
This can take different forms:
- limited editions ;
- co-branded products ;
- short-run custom creations ;
- unique handmade pieces.
In this context, our relationship with products is evolving. Their value is no longer based solely on their function or material, but on the story they embody and the signature he carries.
Some projects go very far in this logic. This is the case, for example, of basketballs. Handmade and personalised by Opéra for the NBA and Tissot, produced in a limited edition and presented as trophies. The object then completely abandons its initial use to become symbolic, almost ceremonial.
Photo by ©Opera
Other collaborations focus more on diffusion, while retaining a strong artistic requirement. It is often in this balance that the most fitting projects are born: accessible enough to circulate, but singular enough to never be standardised.
In any case, this type of approach is based on a key element the ability to make an artistic universe and a brand identity interact, without one overpowering the other.
Premium customisation: the demand for gesture in luxury
In the world of luxury, bespoke customisation adheres to different codes: no continuous flow or open animation, but rather more discreet experiences, Thoughts for targeted contexts.
The artist intervenes directly on Valuables :
- Leather customisation on bags, wallets or leather goods; ;
- Engraving on unique pieces and accessories ;
- Calligraphy on perfumes and cosmetic products.
These formats are found in various contexts: during a private event at the Hôtel de Crillon during the Olympic Games, for example, artists were mobilised for several weeks to personalise Lacoste bags, suitcases and accessories, interacting with an international clientele.
Custom suitcases for George Clooney Photo and creation by ©StreetDesigners
Same level of demand for leather engraving projects for houses like Lancel or Jimmy Choo, ..., where each gesture must integrate perfectly with the original object. Or on more unexpected formats, such as the personalisation of horseshoes at the Vincennes racecourse, for Le Trotteur Français.
These examples show one thing: there are no real limits to the mediums. Each project is conceived as a unique case, with a constant requirement, a keen understanding of brand codes and a particular focus on customer experience.
Bag customisation Lacoste at the’The Crillon Hotel for Warner Bros and the US delegation for the 2024 Olympic Games Photo by ©StreetDesigners
Whether we're talking about customisation bars, brand activation, artistic collaboration, or premium personalisation, one element remains decisive: the The role of artists. It is they who give the device its accuracy, its credibility, and its ability to create connection.
Without this requirement, these formats remain mere animations. With it, they become powerful connection tools, differentiation, and memorisation. This is precisely where their potential lies, still largely untapped today.
At Street Designers, we champion a Demanding approach to personalisation precise, embodied and always aligned with the brand’s identity, by relying on a artist network capable of giving meaning to each project.
Personalising a bottle Ruinart Photo and production by © Bishop Parigo
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Article written by Ludovic and Maëva from the Street Designers team, which specialises in Wall murals, the artistic animations and the Creative team building for businesses, shops and local authorities.
