On the 2nd April, the global launch day of the Winsor & Newton Art Mail campaign, the UK team held an artist-led consumer facing event at Mall Galleries in London, during the Royal Institute of Painters in Water Colours exhibition. The latter is the largest of its kind, showcasing over 400 of the finest contemporary watercolour and water-based medium paintings. The RI features both emerging and established artists who push the boundaries of the medium through traditional and experimental approaches.

During the exhibition, we took over a centralised, high-footfall area of the gallery space and transformed it into a Winsor & Newton Art Mail destination. Hundreds of artists had the chance to come by, explore the new Winsor & Newton PWC Themed Sets NPDs and use the carefully curated colour palettes to paint a postcard & be entered into the Art Mail global Watercolour gallery.

It was a successful event, with lots of hands-on participation by artists of all skill levels. Most importantly it was a great way for us to kick off the Art Mail campaign in the UK: getting the Art Mail postcards directly into the hands of an engaged London-based artist community.

Stay tuned for updates coming soon of Art Mail activations with our retailers all around the UK.