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The Love of Art

Celebrating Leicester’s Creative Talent at Highcross

The Love of Art event, hosted at Highcross Shopping Centre in Leicester from 19th to 26th August 2024, celebrated the city’s vibrant creative community. CEP Agency transformed the lower mall into a pop-up art gallery that showcased 16 local artists.

CEP Agency provided:

Conceptual Design: Developing the overall design and narrative of the event.
Event Build: Constructing the gallery space and a bespoke illustrated colouring-in wall.
Workshops: Organising and delivering a series of engaging, hands-on workshops.
Gallery Guides: Provided two themed art gallery guide staff.
Selfie Area: Creating an interactive photo zone for visitor engagement.

The event attracted widespread media coverage, including features in the Harborough Mail, Melton Times, and Leicester Mercury, amplifying the buzz around the celebration of Leicester’s local artists.

Launched by Great British Sewing Bee finalist Brogan Allard, the week-long event combined art appreciation with interactive community participation, driving footfall and enhancing the shopping experience.

Highcross Shopping Centre approached CEP Agency with a clear vision: to create an art-centred event that would highlight Leicester’s artistic talent, while providing an interactive and educational experience for shoppers. The key objectives were:
- Showcasing Local Artists: Feature a diverse range of artwork from Leicestershire-based artists.
- Engaging Visitors: Deliver interactive elements, including workshops and an art-themed selfie area.
- Boosting Footfall: Drive traffic to the centre and create a memorable experience for visitors.
CEP Agency met these objectives successfully, as shown by the high attendance and engagement in the activities and gallery.
Visitors to the Love of Art event at Highcross were immersed in a vibrant, creative atmosphere from the moment they arrived. Greeted by an art guide, they explored an inspiring gallery filled with artwork by local Leicester artists. Interactive elements, such as the illustrated colouring-in wall, allowed guests of all ages to engage with the exhibition.
A specially designed selfie area provided the perfect backdrop for capturing memories, while a range of hands-on workshops encouraged participants to tap into their creativity. These included Paint & Sip, Flower Handprints, Embroidery Hoop, Mosaic Coaster, and even a fun Pizza Decorating Workshop in partnership with Frankie & Benny's.