In an age where digital plays such an important role in commerce, it’s no longer enough for retailers just to offer convenience and desirable products. Shoppers have moved past the point of wanting engaging retail experiences to expecting them – and retailers need to embrace this shift. What better time to try new ideas than coming into the silly season and a new year?
Creative consultancy Art-Work Agency is helping their retailers do exactly that – transforming their clients’ spaces into ‘places’, and subsequently contributing to crafting a better experience for both consumers and retailers alike.
“Art-Work offers a range of services to make creativity work for businesses. From value-adding to a space through creative direction, through to full-scale mural and placemaking initiatives, there’s a myriad of ways creativity can help transform your space from a blank canvas into an experience, a destination.” said Art-Work’s creative director, Claudio Kirac.
Most recently, Art-Work was commissioned by The Strand – a newly revamped retail centre located on the Gold Coast, Australia’s premier holiday destination. The centre is operated by leading integrated property group Vinta, who understand the value that adding a unique character brings to a space.
Working closely with the marketing team, Art-Work artists and designers created a vibrant mural, transforming the blank hoarding into an attraction – a piece of art fitting for the centre and area.
Retailers who are leasing next to the soon-to-be-launched stores (currently masked by the hoarding) are ecstatic – claiming a simple change like this has dramatically increased the centre’s appeal for quality customers and future retailers alike.
The project stemmed from a successful initiative Art-Work undertook for the centre in 2015.
Since then, the team has been busy transforming blank walls and empty spaces through their creative consultancy skills – art, design and photography. A successful art activation within AMP’s newly renovated Pacific Fair is among their work in this space. Restaurateurs have also seen benefit in Art-Work’s approach, collaborating with the team to add finishing touches to their spaces – as seen most recently in renowned establishment Justin Lane and up-and-coming Harry’s Bistro.
With contemporary consumers wanting more than just beautiful products, using art and creativity to add to a space is a simple and often cost effective way to bring a sense of character, and ultimately an experience to any retail space.
