Integrating the Arts into the Retail environment

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

Contact

For further information contact:Dominic Rodgers

+44 7515 896 768dominic@dominicrodgers.com