?>
?>
?>
?>
?>
Challenge:
To create a one-of-a-kind fine art gallery in sleepy Mystic, CT, that also offered an array of luxury goods sourced globally. The goal was to elevate the local retail scene by curating a unique space that not only showcased contemporary art but provided a lavish, immersive shopping experience. The challenge was to create a unique brand identity translating the art/artisan, new/old, luxury/accessible vibe that seamlessly blended fine art with luxury retail, creating an “aaahhh” experience for customers both in-store and online.
Strategy:
I developed the concept of Curated as a fusion of fine art and high-end luxury goods, building a brand that focused on providing a global, eclectic shopping experience that was truly unique. I carefully curated pieces, from antique Moroccan rugs to fine cashmere scarves and one-of-a-kind jewelry, to align with my vision. A meticulous branding strategy ensured the Curated experience was consistent and delighting across all touchpoints, from the physical gallery space to the online platform.
Tactics:
- Brand Identity: Developed a memorable, cohesive brand that translated across multiple platforms: interior and environmental design, packaging, website, social media, print, and digital advertising.
- Curated Product Selection:Showcased both renowned and emerging artists alongside high-end, globally sourced luxury items to create an eclectic mix.
- Strategic Partnerships: Leveraged partnerships to expand the gallery’s presence and attract diverse customer demographics through unique in-store activations and collaborations.
- Digital and In-Store Experience: Integrated a delightful online shopping experience that matched the luxury and refinement of the in-store gallery, ensuring a seamless customer journey across digital and physical environments.
Results:
Curated broke even by month 9, a testament to its unique market positioning and the successful execution of its strategic and creative approach.
The gallery became known as a destination nationally for both fine art and luxury goods, elevating the shopping experience in Mystic, CT, and gaining a loyal clientele.
The immersive and luxurious atmosphere created translated beautifully from the physical gallery to the online shopping experience, reinforcing the brand’s identity across all platforms.