Art & Retail: Refining the Experience Economy
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- April Fletcher
- 5 years ago
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1 Business & Strategy The alignment between retail and art is closer than ever, as brands seek to differentiate themselves and engage experience-hungry consumers with new art-focused concepts. Louis Vuitton Art & Retail: Refining the Experience Economy
2 Analysis The w or ld s of a r t a nd r eta il a r e b ecoming incr ea sing ly inter tw ined a s the exp er ience economy continues to g r ow. Wher e r eta iler s once looked to a r tistic colla b or a tions a nd g a ller y-insp ir ed mer cha nd ising for insp ir a tion, now they a r e ta p p ing into the cultur e economy thr oug h their ow n b r a nd ed g a ller ies, b r ing ing a r tists into stor es for liv e a r tw or k cr ea tion, or selling a r t a long sid e cor e p r od uct selections. As w ell a s a r t-infused sp a ces a nd inter a ctiv e insta lla tions, r eta iler s a r e a lso commissioning a r tists to use colour in imp a ctful w a ys w ithin their stor es. Ar tful colour a p p lica tions a nd Chr oma d esig n ca n help to cr ea te a mor e eng a g ing in-stor e exp er ience tha t d r iv es footfa ll. Ar t insta lla tions a r e a lso a p ow er ful w a y to d r iv e eng a g ement on socia l med ia a nd r a ise b r a nd a w a r eness: the mor e Insta g r a mma b le the p iece, the mor e likely it is to b e sha r ed. adidas Originals
3 The selfie opportunity The p op ula r ity of the a r t selfie show s no sig ns of slow ing, w ith exhib itions such a s Ya yoi K usa ma ' s Infinity Mir r or s still p r ov ing so p op ula r tha t L A g a ller y The B r oa d p ut a 30 second limit on selfie-ta king v isitor s. B r a nd s a r e incr ea sing ly using a r t to ca p ita lise on the selfie p henomenon b y w or king w ith a r tists to cr ea te eye-ca tching insta lla tions tha t w ill g o na tur a lly g o v ir a l on Insta g r a m. S p a nish a r tist Coco Ca p itá n' s scr a w led, tow er ing messa g es for Gucci' s Ar t Wa ll p r oject ha v e b ecome synonymous w ith the b r a nd itself a nd one of the mostinsta g r a mmed insta lla tions of Louis Vuitton " This is a v er y p op ula r sp ot for selfies, " sa id L ouis Vuitton CEO Micha el B ur ke of the la r g e-sca le g old en sun insta lla tion b y F a ye Mcleod on the fa ça d e of the b r a nd ' s new Pa r is fla g ship. The stor e ha s seen thr ong s of v isitor s ca p tur ing selfies outsid e the fr ont since it op ened in Octob er. Nor ma nn Cop enha g en ha s a lso b ecome know n on Insta g r a m know n for its colour -infused insta lla tions, w hich ma ke for eye-ca tching p hoto-r ea d y v isua ls fr om a ll sid es. Normann Copenhagen Gucci
4 The art of colour Colour w hether in a ccents or a ll-ov er a p p lica tions ha s b ecome a key w a y for r eta iler s to ma ke p hysica l stor es sta nd out, a s w ell a s to cr ea te Insta g r a mma b le v isua ls. Calvin Klein S ome b r a nd s a r e w or king w ith a r tists to use colour in imp a ctful a nd cr ea tiv e w a ys. R a f S imons commissioned Amer ica n a r tist S ter ling R ub y to comp letely tr a nsfor m Ca lv in K lein' s Ma d ison Av enue fla g ship, cr ea ting a n immer siv e floor -to-ceiling, b r ig ht yellow insta lla tion. With a r tfully a r r a ng ed sca ffold ing, ha ng ing sculp tur es a nd the v isua lly a r r esting sha d e, the new inter ior fuses the w or ld s of a r t a nd fa shion. Gucci a lso used colour to fuse fa shion a nd a r t. F our a r tists cr ea ted a n immer siv e insta lla tion in the b r a nd ' s Tokyo stor e, filling the stor e w ith 2 8km of r ed ya r n tha t w a s w r a p p ed a r ound Gucci a ccessor ies. Visitor s could inter a ct w ith the a r tw or k b oth in-stor e a nd online. Eyew ea r b r a nd Ace & Ta te ha s used p r ima r y colour s a nd a r tist ca nv a sses in its Cop enha g en stor e to ev oke the exp er ience of enter ing Da nish cub ist p a inter F r a nciska Cla usen' s stud io. Ace & Tate Gucci
5 Branded art spaces Once the r ea lm of luxur y b r a nd s, str eetw ea r la b els a r e incr ea sing ly b r a nching out a nd op ening their ow n sta nd -a lone g a ller ies a nd a r t sp a ces w hich sit a p a r t fr om their r eta il stor es. Da nish b r a nd S oulla nd ha s op ened a n a ffor d a b le a r t stor e in Cop enha g en ca lled Got it for Chea p, a imed a t d emocr a tising a r t w hile incr ea sing b r a nd a w a r eness in a cultur ed w a y. The stor e show ca ses w ellknow n a r tists a long sid e emer g ing na mes: ev er y p iece is a n or ig ina l a nd is p r iced a t 300 DK K, or $ 50. Spazio Maiocchi S tr eetw ea r b r a nd K ITH ha s op ened its ow n g a ller y in or d er to comb ine a r t w ith the b r a nd ' s lifestyle exp er ience. L oca ted a b ov e the b r a nd ' s new New Yor k stor e, w or ks on d isp la y includ ing Ha r oshi sculp tur es ma d e fr om ska te d ecks. Differ ent a r tists w ill b e fea tur ed ev er y four to six w eeks. Ca r ha a r t WIP a nd iconic str eetw ea r stor e S la m Ja m ha v e tea med up to op en a coow ned a r t a nd d esig n sp a ce in Mila n ca lled S p a zio Ma iocchi intend ed to sha p e new cultur a l exp er iences. Kith Soulland
6 Selling Art & Fashion With consumer s sp end ing on exp er iences r a ther tha n stuff, some r eta iler s a r e b eg inning to sell a r tw or k a long sid e their fa shion a nd lifestyle offer ing s. Not only ca n this help to entice p eop le into p hysica l stor es, it a lso help s r eta iler s to offer a mor e mea ning ful, cultur a l exp er ience tha t r esona tes w ith tod a y' s shop p er s. In Octob er 2 017, L ond on multi-b r a nd b outiq ue B r ow ns op ened a new concep t stor e in Ea st L ond on' s S hor ed itch. As w ell a s a n up d a ted b r a nd selection a nd a ca fé, the stor e is innov a tiv e in other w a ys: the sta ir ca se ser v es a s a mini a r t g a ller y, w ith a cur a ted selection of multimed ia w or ks b y Polly Mor g a n, Juno Ca lyp so a nd L a ur en B a ker a v a ila b le to p ur cha se a t a r a ng e of p r ice p oints. Phillip L im' s new concep t stor e in L A' s Ar ts Distr ict b lend s into the a r ea ' s sp ir it of cr ea tiv ity a nd community b y selling a r tw or ks b y loca l cr ea tiv es a long sid e L im' s collections. Browns East B eyond luxur y, the new Ma r ie Cla ir e stor e in New Yor k a lso sells a ffor d a b le a r tw or ks a long sid e a thleisur e, b ea uty a nd clothes. 3.1 Phillip Lim 3.1 Phillip Lim
7 Art infusion S tor es w hich b lur the b ound a r ies b etw een r eta il sp a ce a nd a r t g a ller y ha v e ev olv ed fr om p ur ely g a ller y-insp ir ed mer cha nd ising tow a r d s b r a nd s a nd r eta iler s incr ea sing ly seeking out a r tists to d isp la y their w or k instor e. Galeria Melissa Zadig & Voltaire At Vir g il Ab loh' s new est Off-White stor e in New Yor k, ca lled Emp ty Ga ller y, exhib itions a nd a r tw or ks p la y a key r ole. The b r a nd is not just a b out b uying the clothes, sa ys Ab loh: the p oint of the stor e is mor e a b out the exp er ience of Off-White tha n it is shop p ing the items, w ith the d esig ner r efer r ing to the concep t a s " the cr escend o of the Off-White la ng ua g e". The mer cha nd ise a ssor tment w ill cha ng e ev er y tw o months a s the d isp la yed w or ks of fea tur ed a r tists a r e r ota ted, w ith p r od uct to b e cur a ted a nd d isp la yed to comp lement the a r t. All w or ks a r e b y unknow n or r ising a r tists selected b y Ab loh himself. As w ith its stor es in L ond on a nd S ã o Pa ulo, the new Ga ler ia Melissa stor e in New Yor k ha s its ow n g a ller y sp a ce tha t houses a r eg ula r r ota tion of multimed ia a r t Off-White exhib itions. K eep ing the sp a ce fr esh a nd r elev a nt, exhib itions a r e sched uled to cha ng e thr ee to four times a yea r, a nd it w ill a lso host b i-monthly a r t-focused ev ents. Za d ig & Volta ir e is a lso enha ncing its r eta il exp er ience w ith a new g ener a tion of fla g ship stor es tha t comb ine g a ller y sp a ces a nd p op -up exhib itions fea tur ing young d esig ner s a long sid e its cor e collections. At the b r a nd ' s new Pa r is loca tion ea ch of the thr ee floor s a r e inter sp er sed w ith p a inting s a nd sculp tur es b y lea d ing a r tists, w hile a sep a r a te g a ller y d isp la ys w or k b y young ta lent. " We r e b r ing ing something hig hly p hysica l to the p hysica l r eta il exp er ience. You ca n t a p p r ecia te a r t online, " sa ys b r a nd found er Thier r y Gillier. Za d ig & Volta ir e is a lifestyle b r a nd, a nd a r t ha s a lw a ys b een p a r t of lifestyle. S ometimes w e ha v e to a nima te fa shion, a nd this is a g ood w a y to d o tha t. We r e tr ying to cr ea te mea ning.
8 Facilitating art B r a nd s a r e incr ea sing ly b ecoming cultur a l fa cilita tor s b y fund ing a r tistic end ea v our s a nd sup p or ting young a r tists w ho a r e just sta r ting out in the ind ustr y. Herschel Supply Co In July 2 017, b a ckp a ck b r a nd Her schel S up p ly Co. op ened a p op -up lemona d e sta nd in Va ncouv er to sup p or t loca l cha r ity or g a nisa tion Ar ts ta r ts In S chools, w hich seeks to imp r ov e a r ts ed uca tion in Ca na d a. A q uir ky a nd Insta g r a mma b le w a y of d emonstr a ting b oth b r a nd stor ytelling a nd a connection w ith the a r ts, the b r ig ht p ink p op -up w a s fitted out to r esemb le a mod er n-d a y lemona d e sta nd, a nd sold Her schel d a yp a cks a nd totes a long sid e cold -p r essed lemona d e b y The Juice Tr uck. Histor ic jew eller y b r a nd Tiffa ny & Co. is a lso ma king sur e it sta ys mod er n a nd r elev a nt b y sup p or ting the a r ts a nd emer g ing cr ea tiv e ta lent. In L ond on, Tiffa ny ha s just la unched Outset, a n a r tists sup p or t p r og r a mme tha t w ill see sev en L ond on MA g r a d ua te a r tists r eceiv ing r ent-fr ee stud io sp a ce a nd the cha nce to w or k w ith Tiffa ny & Co. on p ieces for its stor es in the futur e. Tiffany & Co
9 Creating art in-store The r ise of the exp er ience economy ha s led r eta iler s to r ethink their p hysica l sp a ce a nd offer mor e inter a ctiv e, eng a g ing in-stor e exp er iences. Top shop offer s a numb er of a r t-focused initia tiv es a t its Oxfor d Cir cus fla g ship, includ ing b r ing ing illustr a tor s in to cr ea te customised p r od ucts, or offer ing in stor e a r t cla sses a nd cr ea tiv e w or kshop s a s p a r t of a colla b or a tion w ith L ond on-b a sed collectiv e The Ind ytute. Ad id a s Or ig ina ls S eoul fla g ship ma r ked the r elea se of the 50-colour w a y S up er sta r S up er color w ith sp ecia l cr ow d -sour ced a r t in-stor e. The second floor w a s tr a nsfor med into a b la nk ca nv a s w hich customer s could use p a int ma r ker s to d ecor a te. adidas Originals Muji a lso b r oug ht a r t into the stor e in June for the la unch of its Ta ta zuma i r a ng e, w hich celeb r a tes tr a d itiona l Ja p a nese cr a ftsma nship. To celeb r a te the collection, the a r tists b ehind it fr om textile a r tists to g la ss b low er s a nd cer a mics ma ker s ma d e exclusiv e ha nd ma d e p ieces on the sp ot in Muji' s New Yor k fla g ship. Topshop Muji
10 Interactive installations Insta lla tions tha t w or k w ith huma n inter a ction a r e a g r ea t w a y for r eta iler s looking to use a r t in mor e eng a g ing or sta tement-ma king w a ys in-stor e. Visua lly str iking insta lla tions a r e a lso mor e likely to b e sha r ed ov er socia l med ia, g ener a ting a b uzz a r ound b r a nd s. In Ma y 2 017, the Mom Pa r k shop p ing centr e in B ud a p est commissioned Hung a r ia n a r tist K issmiklos to cr ea te a n inter a ctiv e insta lla tion. Ca lled Just Decor a tion, the p iece w a s ma d e up of 4, 000 fa ke clothing ta g s, w ith r ea l ta g s hid d en a mong them. S hop p er s w er e encour a g ed to r ea ch up a nd g r a b them in a n a ttemp t to w in the item on the r ea l ta g s. It ev entua lly tr a nsp ir ed tha t this w a s a hoa x a nd the insta lla tion w a s a ctua lly a sta tement a b out excessiv e consump tion a nd g r eed. Just Decoration by Kissmiklos Ap p le' s new Dub a i Ma ll stor e fea tur es one of the w or ld ' s la r g est kinetic insta lla tions. Ca lled S ola r Wing s, the p iece is ma d e up of 18 ca r b on fib r e p a nels tha t op en a nd close w ith the sun' s mov ements to p r ov id e either d a ylig ht or sha d e. Just Decoration by Kissmiklos
11 Action points As r eta il continues to fig ht for consumer mind sha r e a s w ell a s ma r ket sha r e, look to a r tistic ev ents a nd cultur a l colla b or a tions to r esona te b etter w ith exp er ience-hung r y customer s. Ta ke note of g lob a l sell-out a r t exhib itions tha t offer a n immer siv e a nd sensor y exp er ience. F or exa mp le, Tea ml a b ' s Tr a nscend ing B ound a r ies d r ew r ecor d v isitor numb er s to Pa ce g a ller y in L ond on. Immer siv e exhib itions a lso p r ov id e a g r ea t op p or tunity for the incr ea sing ly p op ula r a r t selfie, often sha r ed on Insta g r a m. Don' t for g et tha t p eop le r ememb er exp er iences long a fter p r od ucts. When p ur cha sing is comb ined w ith a n inter a ction tha t feels mor e w or thw hile, such a s b uying a p iece of a r t or exp er iencing the w or k of a new a r tist, shop p er s a r e mor e likely to sha r e tha t exp er ience a nd eng a g e w ith the b r a nd a g a in. Consid er using cultur e a s cur r ency b y offer ing a r t-focused initia tiv es like in-stor e cr ea tiv e w or kshop s or cr ow d -sour ced r eta il insta lla tions to a p p ea l to new mind sets. Gucci
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