Museum shops: The new frontier for design-led brands and artists

As an artist or design-led lifestyle brand, finding ways to showcase your work or products which reach new audiences is crucial for building a successful business. Usually for artists it’s the galleries and exhibitions that are often the go-to options. And in the case of design brands it’s the wholesale route and marketplaces which you default to as your sales channel options.

Overlooked by many, there’s another avenue that can provide excellent exposure and many benefits: museum shops. In recent years, museum shops have been undergoing a significant transformation. No longer just places to purchase souvenirs, these retail spaces, nested within the walls of prestigious museums, are evolving into lifestyle destinations, offering a curated selection of design-led products that reflect the museum’s aesthetic and cultural values.

This shift presents a golden opportunity for design-led brands and artists to tap into a burgeoning market.

So how can such businesses leverage this retail trend to their advantage?

The buyers of museum shops often seek out products that align with their institution’s mission, values and aesthetic. It is therefore important to research museums that complement their own vision and style. By finding the right fit, brands can increase the likelihood of their products or work being selected and appreciated by museum visitors.

Another point to mention is that museum shops are known for carrying exclusive, high-quality items that visitors can’t find elsewhere. Design-led brands and artists should focus on creating unique, innovative products that stand out from the typical gift shop offering. This could include limited-edition pieces, collaborations with the museum, or items that inspire curiosity and conversations.

If you recently visited a museum shop you have probably noticed the storytelling cards and POS displays dotted around the retail space. This is because museum shops don’t want to just sell products, they want to tell the stories behind them too. So, it is important that design-led brands and artists craft compelling narratives around their products, highlighting the inspiration, process and meaning behind each piece. This storytelling aspect can help not only create an emotional connection with customers/visitors, but also make the products more appealing to museum shop curators and buyers.

Museum shops often feature a curated selection of products from various design-led brands and artists. This presents an opportunity for collaboration and cross-promotion. By partnering with other complementary brands or artists, creative founders can expand their reach, tap into new customer bases and create exciting joint ventures. Win-win situation for all.

Looking beyond the physical shop, many museum shops now have online stores, allowing design-led brands and artists to reach new customers and build a global customer base. Having, therefore, a global appeal is also very important.

The transformation of museum shops into lifestyle retail destinations has opened up a world of possibilities for design-led brands and artists. By aligning with museums’ visions, offering unique products, telling compelling stories, and engaging with museum audiences, creative founders can reap the benefits of this exciting retail trend.

As museum shops continue to evolve, they will undoubtedly remain a key platform for design-led brands and artists to showcase their talent and grow their businesses.

Case study: Black & Sigi jewellery

One of our clients, a jewellery designer brand, Black & Sigi, was approached by a museum shop buyer from Royal Academy of Arts during the Top Drawer fair a few years ago. This secured other museum shop visibility including Southbank Centre as well as the V&A. Working with each museum shop buyer in a collaborative way on curation and special collections, the brand enjoys regular orders, gaining new customers from all around the world. Being in the online stores also benefits the brand’s online visibility and SEO.

The key to these successful collaborations is the unique design of their jewellery and the design alignment to each museum. Affordable and visually appealing, museum visitors appreciate the design aspect as well as the handcrafted element the jewellery offers.

Written by Karolina Barnes, STUDIO/ESTILA