The successful participation of Baranov Art Gallery at the PIR Expo: art sales, case studies on integrating art into HoReCa, and an exclusive vernissage for industry top managers.
From October 27 to 30 in Moscow, as part of the 28th International Exhibition for the Restaurant and Hotel Industry, PIR Expo, the Baranow Art Gallery demonstrated how contemporary art is becoming an integral element of a successful HoReCa business. The event, which attracted over
48,000 industry professionals, served as a powerful platform for the gallery to engage with its target audience and confirmed the high demand for art from restaurateurs and hoteliers.
A key event for the art community was the gallery's participation in the business program within the thematic session "Art + Hospitality: A Tool for Effective Marketing." The session presented successful case studies of integrating art objects into hotels across various price categories, clearly demonstrating that art directly influences guest experiences and enhances their loyalty.
An exclusive evening program—a vernissage for top managers and hotel business owners organized by PIR Expo in collaboration with Baranow Art—generated significant resonance. The focus was on the works of artist Ivan Korshunov, featured in the Forbes list "20 Most Expensive Russian Artists." The event created a unique environment for informal networking and a deep emotional immersion into art.
The active involvement in the business program directly translated into sales. The gallery's booth attracted considerable attention, and the artists' works found their buyers. Paintings by Vyacheslav Gayun were particularly popular and became a top seller among guests and exhibitors. The main attraction and focal point was the painting "Ruby" by Walerij Baranow.
For Baranow Art, participation in PIR Expo opened new perspectives. The exhibition confirmed that the hospitality industry is a vast and promising market for contemporary art, where not only aesthetics are valued but also the strategic potential of art objects to enhance business appeal and profitability.
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