theatreMAMA Teams Up With VOLTA By Cirque du Soleil To Bring Cirque-Inspired Performers To The L.A. Art Show Opening Night And Premiere Party

This year marks the 25th Anniversary of the iconic L.A. Art Show, the most comprehensive international contemporary art show in America! To celebrate this milestone anniversary, the 2020 Art Show kicked off the biggest year for culture in L.A. history with a fabulous opening night soirée. The L.A. Art Show Opening Night and Premiere Party was a jubilation that featured exciting works of art, live art demonstrations from Ichitaka Kamiji, Sogen Chiba, and Robert Vargas, performances by PSJM Collective and Miss Art World, international galleries, museum exhibitions, panel discussions, film screenings, over 7,000 VIP Guests, actress Sophia Vergara for St. Jude Children’s Research Hospital (of which a portion of ticket proceedings will go to), and hosts Kate Beckinsale and Gavin Rossdale. Needless to say, the Los Angeles Convention Center became a vibrant picture of artistic expression and celebration on February 5th, 2020 and theatreMAMA was thrilled to contribute to that picture by bringing a little bit of Cirque du Soleil to the art show!

With VOLTA by Cirque du Soleil being an L.A. Art Show Corporate Partner, theatreMAMA was granted the unique opportunity to bring VOLTA to life at the esteemed Opening Night and Premiere Party. We created two VOLTA-inspired characters who captured the art of Cirque while illuminating the art featured in the show. Our two performers wore brightly colored and ornate VOLTA-inspired costumes (acting as their own kind of interactive, living art). Among the numerous exhibitions featuring inspirational and evocative art, our Cirque-inspired performers could be found towering above the crowds on stilts or balancing in an epic handstand next to an incredible sculpture! The VOLTA team sparked joy and intrigue as they interacted with guests and used their circus skills to create living art with a sense of humor! Our skilfull clowns dazzled patrons with their silly antics and flawless tricks, creating an unforgettable experience of an already memorable evening. Not only did guests take in glorious art, they were treated to a small taste of the wonder and enchantment that awaits them under the big top at VOLTA. Patrons were even able to stop by a Cirque du Soleil booth to learn more about the show and pick up some fun VOLTA swag! The L.A. Art Show provides an exciting, immersive, insider art experience which inspired us to design an immersive Cirque experience that not only got patrons amped about VOLTA but got them excited for the Art Show and everything it represents. This is the reason Partnership Marketing is so cool! This immersive event provided promotion for both VOLTA and The L.A. Art Show all while granting guests an exclusive and memorable experience they will want to share even after the event is over, perpetuating promotion for both shows.

It was truly an honor to be a little, experiential marketing piece of the intricate and beautiful mosaic that is the L.A. Art Show— an event we will never forget!

Here are some of our favorite pictures from the L.A. Art Show Opening Night: