The North Face Teamed Up with the San Francisco Museum of Modern Art
Laura McQuarrie — October 19, 2021 — Marketing
References: prnewswire
To celebrate more than 55 years of enabling exploration, The North Face teamed up with the San Francisco Museum of Modern Art to launch the brand's very first digital archive. The crowdsourced collection wouldn't be possible without explorers from all over the world, who are invited to share their own stories and images of products that have been well used and loved.
With SFMOMA, The North Face is bringing its archive to life with participatory programs at the museum in Fall 2022. These exhibitions will feature "exploration's most historically significant designs and the stories behind them alongside everyday explorers' submissions."
RZA and HAIM are among some of the first to make a contribution to the crowdsourced digital archive and the artist shared their The North Face jackets.
With SFMOMA, The North Face is bringing its archive to life with participatory programs at the museum in Fall 2022. These exhibitions will feature "exploration's most historically significant designs and the stories behind them alongside everyday explorers' submissions."
RZA and HAIM are among some of the first to make a contribution to the crowdsourced digital archive and the artist shared their The North Face jackets.
Trend Themes
1. Crowdsourced Digital Archives - The trend of creating digital archives through crowdsourcing content allows brands to engage with loyal customers and create a sense of community around their products.
2. Participatory Museum Exhibitions - Museums partnering with brands to create participatory exhibitions that showcase user-generated content provide a unique, interactive experience for visitors and create opportunities for brand recognition and engagement.
3. User-generated Content Campaigns - With the rise of social media, user-generated content campaigns provide an opportunity for brands to actively engage with their customers and create a sense of community around their products and brand values.
Industry Implications
1. Outdoor and Adventure Apparel - Brands in the outdoor and adventure apparel industry can leverage the trend of crowdsourcing product stories and images to increase engagement with customers and build brand loyalty.
2. Museums and Art Galleries - Partnering with brands to create participatory exhibitions can provide a new and interactive way for museums and art galleries to engage with visitors and create opportunities for increased attendance and revenue.
3. Social Media Marketing - The trend of user-generated content campaigns provides a unique opportunity for companies to create engaging social media content while simultaneously building an online community around their brand.
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