When culture meets brands: BOEM x OBEY, a model of cultural partnership

In 2024, Milan hosted the first Italian solo exhibition of Shepard Fairey, an iconic figure in international Street Art and the creator of the OBEY project, at Fabbrica del Vapore. The exhibition “OBEY: The Art of Shepard Fairey” was one of the most significant cultural events of the year, bringing over 300 artworks, a new site-specific mural, and a powerful visual narrative to the city—addressing themes such as social justice, peace, the environment, music, and propaganda.

Promoted by the Municipality of Milan – Fabbrica del Vapore, the project was organized and produced by Wunderkammern and Deodato Group, with the direct involvement of the artist as curator. A collective effort that transformed the Cathedral space into an immersive experience, retracing more than thirty years of artistic research and civic engagement.

Why a brand like BOEM in a contemporary art exhibition

Within this context, the partnership with BOEM naturally took shape. BOEM is an Italian hard seltzer brand known for its fresh, experimental, and strongly contemporary language. It speaks to a new generation of consumers—curious, aesthetically aware, and sensitive to the values and cultural impact of the brands they choose. These are the same values that have always defined Shepard Fairey’s visual and political language.

The meeting of BOEM and OBEY was not a simple sponsorship, but an authentic dialogue between brand, values, and cultural content, built on a shared vision of creativity, freedom of expression, and social impact.

From visibility to participation: a brand within the experience

BOEM’s presence translated into active and coherent involvement within the exhibition project. The brand helped extend the life of the exhibition beyond the physical space through activations with influencers and creators, who shared the experience in real time, amplifying the message and engaging online audiences.

At the same time, BOEM supported integrated digital and social content designed to guide the community through the exhibition and maintain attention on the project. This was further reinforced by participation in events and talks connected to the exhibition, creating opportunities for dialogue between art, urban culture, and contemporary lifestyle.

In this way, the brand became an integral part of the cultural experience, helping to make art accessible, shareable, and deeply contemporary.

Culture as a platform for brand positioning

At Deodato Arte and Deodato Group, culture is not merely a backdrop, but a true strategic platform for brands. Cultural partnerships work because they build meaning, not just visibility: associating a brand with a strong cultural project means becoming part of a credible, value-driven narrative.

Moreover, art is a universal language capable of generating empathy and authenticity, creating an emotional connection between brands and audiences. Supporting cultural initiatives also means investing in innovation and social impact, strengthening brand positioning and perception over the medium to long term.

The BOEM case demonstrates how a well-designed collaboration can generate shared value—for the public, for the company, and for the city.

Beyond sponsorship: co-creating cultural experiences

For Wunderkammern and Deodato Group, involving brands means rethinking the very concept of sponsorship. Collaborations become co-creations, and exhibitions turn into meeting points between art, business, and community.

This is a future-oriented model that allows brands to connect with audiences through credible, high-quality, and high-impact cultural content.

Discover B2B opportunities with Deodato Arte

If you are a brand or company interested in cultural projects, exhibitions, artistic partnerships, and tailor-made activations, discover how to become part of Deodato Arte’s upcoming initiatives.

Visit the B2B section of Deodato Arte and explore how we can build together a path that combines cultural value with brand strategy.

Discover more!