In an experiential marketing stunt, Red Bull Studios NY created The Gift Shop, truly showing off the same fearless spirit of those who consume its energy drinks. Set up as a team effort with Alldayeveryday, The Gift Shop reimagines the tired museum store concept and what it means to curate goods for public consumption. The multifaceted project space draws in artists, musicians and more, encouraging them to create, collaborate and of course, get an energetic boost from a beverage while they're there.
The sensory experience features a radio booth, recording studio, performances stages, lecture rooms and exhibition spaces. In terms of retail, merchandise is exclusive and created in partnership with emerging artists and brands from around the world, which means that products have the ability to be customized and continually rotated. This experimental shop could be indicative of what it means to create and consume in the future.
Collaborative Retail Studios
The Gift Shop by Red Bull is a Sensory Hub for Co-Creation
Trend Themes
1. Collaborative Retail - This trend is disrupting the traditional retail model by creating experiential spaces that encourage co-creation and feature exclusive merchandise created in partnership with emerging artists and brands.
2. Experiential Marketing - This trend is disrupting traditional marketing by creating sensory-rich immersive experiences that engage customers and inspire creativity.
3. Customizable Products - This trend is disrupting the mass production model by allowing consumers to personalize their products and driving demand for unique and one-of-a-kind items.
Industry Implications
1. Retail - Collaborative retail spaces could provide disruptive innovation opportunities for traditional retailers looking to engage customers and create unique shopping experiences.
2. Marketing - Experiential marketing is disrupting traditional advertising by creating more engaging and immersive campaigns that require new creative and technical skills.
3. Art and Design - The Gift Shop by Red Bull is an example of how collaboration across art and design disciplines can create new opportunities for creativity and innovation.