integrating the arts into the retail environment
TRANSCRIPT
Artworks X Retail
How to bring the arts into retail environments
Architecture
As competition increases, it’s more important to stand out.
Not just by being different, but by being ‘on brand’
Yet it’s currently normal to see this:
Working with architects can open up exciting opportunities to develop spaces, which:
● Fit brand style and values● Attract attention and engagement● Start conversation and create memorable
consumer experiences
Events
Culture knows how to draw the crowds and keep them there.
Think of your customers as an audience not just people buying from you.
Find artists your audience will love.
Standard Hotel X John Legend
Coke Zero
Hospitality
Create a space in-store for your “audience” to relax and spend time.
Take note of hotels, shared office spaces, memberships clubs.
Make stores into destinations
Team
Creating impressive spaces for the “audience” is half the work
The strongest link to customers is through staff
You can’t force your staff to be “on form”
Creating a space staff feel valued in makes a huge difference
Take inspiration from an orchestra, or theatre “company” to create a sense of team work and inclusion
Purpose
Work out a sense of purpose
Something bigger than the company and the “audience”
Like for like retail is becoming popular. Take inspiration from Tom’s Shoes
This adds another dimension to staff’s feeling of value
Gives a story to tell
Creates attachment and positive sentiment amongst customers
CAO
One of the best ways to curate collaborations with artists is to appoint a Chief Arts Officer who can ensure● Brand stewardship● Creative innovation● Sourcing artists● Relationship with artists
