Dear Hivers

Ancient art revisited

The trompe-l'oeil is a secular pictorial genre that plays on the confusion of the viewer's perception and creates the illusion of reality and relief.

According to legend, the origin of the trompe-l'oeil would be a bunch of grapes painted by Zeuxis, so “real” that the birds came to peck it. From a historical point of view, we find the first traces of this technique in the frescoes of Pompeii featuring loggias opening onto gardens and presenting elements of architecture (columns, pediments) projecting to create the illusion of relief.

Today street art (urban art) has brought this technique up to date. He strives to divert furniture and urban spaces , and therefore the daily environment of individuals, to convey a message or arouse an emotion . This art, mainly ephemeral, is generally seen by a very large public since it is preferably installed in places of great affluence.

Street Marketing and 3D

Given the strength of its impact on populations, especially young people, street art is now regularly used for promotional purposes. And among the techniques of street marketing - the name given to this form of alternative marketing - we find the use of an evolved form of trompe-l'oeil.

This form of marketing plays on vision and emotion. It challenges by creating an unusual decor, a relief effect or an unexpected perspective. It is a very effective mode of communication since it elicits many reactions and often makes people smile. It serves above all to strengthen the visibility of a brand, to create a buzz.

As in the past, the trompe-l'oeil calls out, disconcerts, surprises. The passer-by is attracted and memorizes the message or recognizes the brand at first glance. No one remains indifferent to it. It is therefore not surprising that this art of visual diversion is approached to promote a product.

For your viewing pleasure, other examples can be seen here , there and there .

And finally, let's mention the feat of Reebok and Crossfit who created the largest anamorphic painting in the world (approved in the Guinness Book) for a street marketing campaign carried out in November 2011 in the business district of Canary Wharf, in London. This campaign aimed to give new impetus to the practice of fitness. Guaranteed buzz!

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