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MSA FORWARD 2023
May 17-21, 2023
Educational Session Recording
Culture x Commerce - Tate Edit Artist Takeover - Liam Darbon, Tate
Presenter: Liam Darbon
Knowledge Standards: Merchandise Planning;Visitor Relations;Marketing & Communications;Technology;Boot Camp
Session Description: As you walk down the Southbank in central London, your eyes catch the bright reflections of a neon ice cream van. As you approach, you're welcomed by a 3D neon tiger situated in the window - It's quite the sight. As you enter, a mixture of fruit and oud smells wash over you, welcoming you into the world of Tate Edit x Chila. Your eyes dart across the space, taking in the wall of neon’s, the variety of product merchandised on fluorescent fixtures, bejewelled with Chila's 'bling-tastic' recommendations and prints. As you continue exploring you catch a glimpse of yourself in our selfie mirror and pop a post on Instagram #TatexChila, before being seduced by the carefully curated book wall - personally recommended by Tate’s book buyer and Chila. As you start browsing a book, a member of the team introduces you to 'Burman's Ice Cream', a Cardamon and Mango Kulfi, made exclusively for Tate, as a nod to Chila's Father who owned an ice cream van in Liverpool. As you take your book (and tiger hoodie!) to the till point, you notice yourself stepping to the beat of an eclectic mix of sound, so you scan the Spotify Code to save the playlist for later. Once you've made your purchase, a colleague walks you across to the wrapping station and encourages you to wrap and bejewel your purchases in neon papers and jewels. You wander towards the door and scan the QR code to browse the experience further online and book your ticket to our next Tate Edit Talks event. Exiting, you're not quite sure what you've just experienced. Art, Culture, Commerce - You've looked, smelt, tasted, listened, shopped and shared an experience. The future of the customer is changing. In this session you’ll hear insights into Tate's understanding of the 'Future Customer' and how that led to a number of innovative initiatives, including Tates immersive and experiential artist takeovers of the Tate Edit shop.
