Case Study

U.S. Pavilion, La Biennale di Venezia

How do you create a high-impact, integrated international communications campaign for the U.S. Pavilion at the Venice Biennale that simultaneously builds the resources of the commissioning institution?
Services Provided
  • Media Relations
  • Strategic Planning
  • Executive Counsel
  • Branding + Marketing
  • VIP Relations
  • Social Media Campaign

R+A designed and implemented the communications campaigns for the US Pavilion at the Venice Biennale in 2024, 2019, 2017, 2015, 2013 and 2011, selected each time through a competitive process.

For the 2019 Biennale Arte, R+A worked with Madison Square Park Conservancy to build international appreciation for Martin Puryear’s work while, at the same time, helping move the Conservancy and its public art commissioning program to a new level of visibility and impact.

Leveraging expertise and insights accrued through these previous engagements, R+A commenced work with Madison Square Park Conservancy in 2018, launching a multiyear communications campaign to position the Pavilion project—an exhibition of new and recent work by Puryear—within the full sweep of the Conservancy’s ongoing activities, including its public art commissions, educational and public programs, and cultivation events.


Articles written on the U.S. Pavilion
Total Media Reach
Media from around the world visited
  • Coverage and social media posts appeared in 14 countries
  • Built awareness of the Conservancy’s public art program on a national and international scale, resulting in continued attention and coverage of Conservancy commissions in New York following the Biennale
  • Drove attendance through targeted outreach to national and international arts writers, editors, and critics
  • Facilitated multiple six-figure gifts from prominent donors
  • Generated underwriting for the Martin Puryear commission and expanded the Conservancy’s ongoing base
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