West Elm Local Experiences Partnered with Artists and Craftspeople
Ellen Smith — March 19, 2018 — Art & Design
References: westelm & retaildive
In an effort to appeal to a more experience-oriented demographic, the furniture brand West Elm has launched West Elm Local Experiences in five major cities throughout the United States.
To achieve this new experience, the furniture brand partnered with several local artists and craftspeople. Through the website, individuals looking for a hands-on experience can choose from a variety of artist-led sessions, that include visiting a metal workers workshop in Austin, or taking part in a fabric dyeing workshop in Brooklyn. The companies VP of business development, Mo Mullen said that "The success of our West Elm program, coupled with our customers’ interest in engaging experiences, inspired us to further invest in creative entrepreneurs and local communities.”
Image Credit: West Elm
To achieve this new experience, the furniture brand partnered with several local artists and craftspeople. Through the website, individuals looking for a hands-on experience can choose from a variety of artist-led sessions, that include visiting a metal workers workshop in Austin, or taking part in a fabric dyeing workshop in Brooklyn. The companies VP of business development, Mo Mullen said that "The success of our West Elm program, coupled with our customers’ interest in engaging experiences, inspired us to further invest in creative entrepreneurs and local communities.”
Image Credit: West Elm
Trend Themes
1. Experience-oriented Demographic - Opportunity to create personalized and immersive experiences that appeal to a growing market segment.
2. Artist-collaboration Partnerships - Opportunity to collaborate with local artists and craftspeople to offer unique and authentic products and services.
3. Local Workshops and Classes - Opportunity to provide hands-on learning experiences that cater to the increasing demand for skill-building and creativity.
Industry Implications
1. Furniture - Disruptive innovation opportunity to incorporate artist-led workshops as a key component of the furniture-buying experience.
2. Art and Crafts - Disruptive innovation opportunity to leverage partnerships with furniture brands to offer workshops and classes that showcase artistic skills and techniques.
3. Tourism and Travel - Disruptive innovation opportunity to attract tourists by offering curated experiences that blend local art and craftsmanship with cultural immersion.
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