From Festive Sneaker Soirees to Iconic Doll Exhibitions

By: Laura McQuarrie - Mar 16, 2016
In order to forge long-term relationships with today's consumers, brands are turning their brand heritage into something to be experienced rather than told. In this way, consumers are able to become part of the dialogue by sharing their own authentic stories through first-hand experiences.

Brands like Apple, Mattel and Gucci have all set up retrospective exhibits in museums around the world for the purposes of charting brand and product evolution over time. On a smaller scale, there are also plenty examples of brands that make use of temporary installations, pop-up events and in-store stations in order to reference origins.

Milestone anniversaries have also become important points for brands to celebrate in order to give respect to the past and acknowledge how they plan to continue as visionaries with a clear place in the future.