New Vanguard x Wingstop

A cultural programme supporting the next generation of artists through brand-backed investment and visibility.

Overview

The New Vanguard is Art Meets Culture’s artist development programme, created to support emerging visual artists aged 18–24 through funding, mentorship, and cultural exposure.

In partnership with Wingstop, the programme brought together artists, mentors, and audiences through a six-week journey combining creative development, storytelling, and a public showcase during Frieze Week London.

This pilot demonstrated the demand for a scalable platform connecting brands, artists, and community in a meaningful way.

The Approach

We positioned Wingstop not as a traditional sponsor, but as a cultural enabler embedded within the creative journey.

The programme was designed to:

  • Support and invest in emerging artists

  • Bridge the gap between creativity and brand opportunity

  • Deliver real growth, exposure, and visibility for each artist

  • Position Wingstop as a brand authentically connected to culture

By combining mentorship, storytelling, and a live showcase, we built an ecosystem that nurtures talent while strengthening brand credibility.

Execution

  • 6-week structured artist development programme

  • 1,290+ applications nationwide

  • 4 selected emerging artists

  • Workshops focused on storytelling, branding, and artistic identity

  • 1:1 mentorship from industry experts

  • Final “Show & Tell” exhibition during Frieze Week London

  • Full content capture across the programme and showcase

Results & Impact

  • 1,290+ applications nationwide, demonstrating strong demand and cultural relevance

  • 100+ guests attended the final showcase during Frieze Week

  • 100K+ digital reach across Instagram, TikTok, and social platforms

  • 20+ social content assets created, including artist features and event recaps

  • Delivered a 6-week continuous engagement programme, not a one-off activation

  • Positioned Wingstop as a credible cultural champion, authentically supporting emerging artists

  • Generated strong organic engagement across social platforms through co-branded content

  • Strengthened Art Meets Culture’s role as a bridge between brands, artists, and community

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