From Prado to Prada: The artistic turn of the retail sector

From single stores to entire shopping malls, a growing number of retail venues is commissioning and exhibiting art. Today’s pursuit of experiences is transforming every sector of contemporary economy and society. Organizations within different fields are looking for ways to connect with people, developing innovative and compelling solutions. However, as the experiential paradigm keeps evolving, the relationship between companies and customers is changing too. The traditional system of value based on goods and services is being redefined and, as a consequence, retailers are challenged to actively engage people in experiences that are unique, meaningful and personal at the same time. In this way, companies and people can create value together. Given the current artistic turn of retailing, art then seems to be increasingly used to connect with customers contributing to the value creation process. Contributing to previous researches about retail and fashion engagement with art, this paper explores the extent to which art contributes to the creation of value in retail venues not affiliated to a single brand. The purpose of this study is to provide further insights not only about retailers’ motivations to commission art, but most of all about the possible benefits and consequences of its exhibition within retail contexts. Since this phenomenon has not been largely investigated yet, the present study is conducted through a qualitative exploratory research design. Specifically, 10 semi-structured interviews are conducted with different managers of shopping malls, department stores, shopping passages and stores located worldwide. The diversity of the sample allows gauging the phenomenon from different perspectives. Finally, a thematic content approach is used to analyse data. The research findings show that art is not commissioned with the intention to offer a new kind of experience to customers. Instead, it was found out that the exhibition of art contributed to the symbolic and physical dimensions of retail venues. Through the presence of art retailers could present a different narrative behind their stores, moving beyond their commercial core. The creation of an alternative meaning associated to the venue eventually proved to enable a deeper and stronger connection with customers. Even if the findings pointed out the importance of giving a different identity to the venue, despite the presence of art retail venues are still considered as leisure rather than cultural destinations. By stimulating positive emotions, feelings as well as fantasies, art enabled to give a different connotation to the goods, services and experiences offered, making them more valuable for customers and retailers alike. Art though did not only change the perceptions of the offerings, and their subsequent evaluation. From the analysis of the data it appeared that the exhibition of art could give an aura of uniqueness to the venue, which was essential to appeal and attract people. The physical space and the combination of offerings, in fact, were both enhanced by the presence of art, making the venue unique in its totality. Through the creation of compelling and one-of-a-kind experiences, thus, people are engaged at different levels in the creation of value.