Last weekend, we had the exciting opportunity to be part of the "Painting Candles" Retail Brand Activation for luxury brand Miu Miu at their stunning store in KaDeWe, Berlin, Germany. This one-of-a-kind event brought together art, creativity, and luxury retail in a vibrant celebration of custom craftsmanship.
How We Collaborated with Miu Miu for Their Retail Brand Activation Event in Berlin, Germany
Miu Miu reached out to us to collaborate on their Retail Brand Activation series, titled "Painting on Wax Candles", taking place across several cities in Germany. The concept was to feature live candle painting sessions with a talented artist for brand events, creating custom wax candles with beautiful floral motifs for Miu Miu’s special guests.
Miu Miu was looking for experienced artists who could bring a touch of elegance and creativity to their retail activation. After presenting them with a selection of skilled Germany-based artists who specialize in acrylic painting, they made their selection for their retail events. Kat, Berlin-based artist and founder of subcultours, for Berlin, and Sabela, Hamburg-based artist, for Munich and Frankfurt.
Event Preparation: Creating the Perfect Artist Experience
For the Miu Miu events in Germany, we worked closely with Miu Miu’s team to ensure everything ran smoothly. We carefully organized the painting equipment, including brushes, mixing plates, water containers, and high-quality paints. For this event, we used Liquitex Soft Body Acrylic Colors, which we highly recommend for their smooth texture and vibrant finish.
On the day of the event, Kat was warmly welcomed by Miu Miu’s retail team, who even provided a special outfit for her to wear. She set up her creative space and quickly got into the rhythm of painting, transforming beautiful white, yellow and peach color-based wax candles into personalized works of art.
Engaging Guests with Custom Candle Creations
As the event progressed, invited guests had the opportunity to meet the artist, learn about the creative process, and take home their very own custom-painted candle. Over the course of 7 hours, Kat painted 30 unique candles for Miu Miu’s VIP customers, each featuring delicate floral designs tailored to the individual’s preferences.
Throughout the event, guests enjoyed mingling with the artist and Miu Miu’s team, sipping champagne, and indulging in snacks while watching the live painting process unfold. It was a true fusion of art and luxury retail—an experience that left everyone involved feeling inspired and connected.
Successful Retail Activation Event: A Creative Collaboration
At the end of the day, both Kat and the Miu Miu team were thrilled with the success of the Painting on Wax Candles Retail Activation in Berlin, Germany. This unique "artist for retail activation event" showcased the power of art in enhancing the customer experience and creating memorable brand moments.
We’re grateful to Miu Miu for this amazing opportunity and are excited to continue this creative journey with them in the upcoming Retail Activations in Frankfurt and Munich, where talented artist Sabela will be bringing the Painting on Wax Candles event to life once again.
Why Choose an Artist for Your Brand Activation?
If you're planning a retail brand event or brand activation and want to create a unique, engaging experience for your customers, incorporating live art with a talented artist for retail events is an excellent way to elevate your brand's presence. Whether it's painting custom products, creating exclusive artwork, or offering hands-on experiences, partnering with an artist can help boost your brand's creative image and deepen customer connections.
Stay tuned for more updates on our future retail activations, and have a wonderful week ahead!
- Kat, Founder of subcultours