When the senior management make an entrance dressed as pink yetis in front of nearly 900 employees, the tone is set. 
For its annual seminar, Sephora opted for a bold theme, somewhere between a show, a business convention, and immersive experience. In this spectacular setting at the H4 Wyndham Paris Pleyel hotel, we were commissioned to design live performance art, capable of keeping pace with the evening's proceedings while coherently integrating into the brand's universe.
How to integrate a live artist show into event scenography
From the moment the guests arrived, the atmosphere at this event organised by Sephora and the agency Double 2 was cut with the usual codes the company seminar.
A massive wall covered in pink fur graced the space and stage animations were strung together, including award ceremonies, strategic presentations and unexpected interventions. At certain points during the evening, attendees witnessed Group karaoke sequences and even a rap performance by members of management!
The objective was clear: to maintain a high level of attention throughout the event to turn every highlight into a Unforgettable experience and offset.
At the heart of the scenography was a central device: a monumental fresco carried out live throughout the evening. It was in this context that Berns, graffiti artist and member of our collective.
@Walter alias Berns – Photo by ©Street Designers
A large-format fresco created live by street artist Berns
For this performance, Sephora has chosen to Berns' graphic universe, graffiti artist known for his murals combining graffiti-inspired lettering, multicultural influences and vibrant colour palette – much like those highlighted this evening.
Habitué des fresques murales grand format et des performances artistiques en direct, le street artist a imaginé une work spread across three monumental canvases, forming a triptych several metres wide.
The challenge was to create a composition that was legible enough to be understood from a distance several hundred people, while retaining the level of detail and graphic richness that characterise its universe. Gradually, the work revealed itself: silhouettes appeared while colours began to dialogue from one canvas to another.
That's the whole point of a creation made live: unlike a canvas already on display, the artwork capture the attention because it is constantly evolving before the eyes of the guests.
Between two stage performances, many participants came to observe the progress of the work, comment on certain details or to try and imagine the final result. The slogan inscribed on the fresco (« Something beautiful brings us together », thus offering different levels of interpretation.
@Walter alias Berns – Photo by ©Street Designers
Beyond the artistic dimension, this type of performance also involves a Technical preparation important. Working in front of nearly 900 people requires’anticipate every detail :
- canvas height;
- compatibility with stage lighting;
- circulation des équipes techniques;
- pace of the work's progression, etc.
Behind this apparent simplicity lies an important coordination work between art direction, event production and field teams, which allows the performance to unfold fluidly throughout the evening.
When live painting becomes a highlight of the corporate event
As the event progressed, the mural gradually became a visual marker For participants: behind the scenes, she supported strategic announcements, awards ceremonies and celebratory moments.
This continued presence raises a question that many organisers are asking: «Why incorporate a street artist into a corporate seminar?»
Unlike a seminar animation set up on the sidelines of the programme, a live artist show integrates directly into the event's narrative, creating an evolving focal point that accompanies the highlights without interrupting the flow of the evening.
When the work is finally completed, it reveals its full coherence. What had previously appeared as a succession of graphic interventions becomes a complete composition, conceived as a single piece.
@Walter alias Berns – Photo by ©Street Designers
This ability to combine spectacle, emotion and Sustainable artistic creation explain why graffiti performance and live artist shows are increasingly present at corporate events today.
Well executed, a live creation is not limited to animation: it refers to a shared moment, becomes a topic of conversation and sometimes even one of the most striking souvenirs of the event.
This project illustrates what makes event art so rich: bringing together artistic direction, Live performance and collective experience in the same device 
A live artist show project or Live art performance for your event? 
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Article written by Ludovic and Maëva from the Street Designers team, which specialises in murals, artistic event entertainment and live painting for businesses, shops and local authorities.
