The
Artist
Within
The National Gallery
OVERVIEW
When we were appointed, every inch of The National Gallery celebrated the world of art; bar their Portico Shop which lacked relevance and meaning, resulting in them not hitting desired sales targets. Our response was to position the experience as a visit to an artist’s studio, where visitors could take a piece of the Gallery experience back to their homes. ‘The Artist Within’ transplanted the personality of The National Gallery into the Portico Shop transforming it into a mini world of curated art.
Our challenged the purchasing dynamics - how the space was used, which products were given prominence - offering solutions that not only reinforced the over-arching idea but made buying a more hassle-free experience.
“It was a delight to work alongside Tonik Edge. They understood the full breadth of visitor profiles and worked with us to refine and target the offer for the newly refurbished store. We were particularly impressed with the way Tonik Edge considered the Gallery’s brand values to provide a clear and innovative signage solution, using images of the paintings to signify different sections of the store.” Judith Mather – Buying & Merchandise Director
Sales uplift beyond target, hitting 11%
Explore further . . .
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