What Brands Can Learn from luxury brand Paspaley’s 4-Day Live Illustration Marathon
Intro:
I recently spent four days in Adelaide illustrating live for Paspaley, and it was the kind of event that reminds you why live art experiences matter — especially in the luxury space.
Between the laughter, champagne, and the steady rhythm of my brush, I saw firsthand how powerful real, human-centered experiences can be for both clients and brands.
Here’s what other brands can learn from Paspaley’s approach 👇
1. Surprise and delight never goes out of style
Luxury clients (and honestly, all of us) crave moments of genuine connection. Watching an artist create something just for you — in real time — transforms a store visit into a story worth retelling.
2. Encourage repeat visits
One of the smartest parts of Paspaley’s strategy? Some clients came back to collect their portraits later.
It created anticipation, extended the excitement, and gave the boutique another opportunity to connect and delight.
3. Strengthen the link between art and brand
Paspaley has always been about craftsmanship and authenticity. By bringing in a live illustrator, they didn’t just tell clients that story — they showed it. Every brushstroke became an extension of their values.
4. Real, human experiences stand out in an AI world
We’re surrounded by machine-generated everything — words, images, even voices. But when you watch someone paint in real time, you’re reminded of the beauty of imperfection and the irreplaceable spark of human creativity.
5. Partner with illustrators who represent your brand
The illustrator isn’t just there to paint; they become part of your brand experience. Their tone, style, and interaction with guests all communicate something about your business.
When aligned well, they act as a living, breathing brand ambassador — brush in hand.
After four full days of painting portraits and connecting with guests, one thing became crystal clear: in-person creativity is luxury’s best-kept secret.
It’s not just about what clients take home — it’s about how they feel in the moment.
If your brand is looking to elevate its in-store experiences, live illustration might just be the most elegant way to do it.