IIDA Perspective - Spring 2018 - 52
INSIDER INTEL | What's Next
Taking Stock of the MUSEUM
SHOP
The Tate Modern
gift shop, designed
by UXUS.
INDUSTRY QUICK TAKE:
George Anthony Gottl, CEO, UXUS, Amsterdam, Netherlands
PERSPECTIVE: How are museums renewing focus on gift shop design?
GEORGE ANTHONY GOTTL: As government funding starts to dry up-in Britain, for example, 45 per-
Gift shops
have started
being more like
retail stores.
"
-George Anthony Gottl,
CEO, UXUS, Amsterdam,
Netherlands
PERSPECTIVE: How is this changing design?
GOTTL: You have to really pay attention to how products are being presented. That's a big difference
between the old gift shop and the new retail experience. The products are really showcased to their best
potential; it's about enticement and seduction.
Flexibility is also a critical part of it. One of the focuses of our design for the Tate Modern gift
store in London, England was to make sure they could accommodate all of the different [products
featured in the space]-not only the product ranges that mirror the museum shows, but also their own
unique products and the extensive book collection.
We developed bespoke gondola display units that can be adapted to showcase everything from
pillows, stationery, and notebooks to clothing, jewelry, and posters. They are like mini boutiques that
frame the product within the cavernous space.
PERSPECTIVE: What are the challenges of creating a store within a wider museum space?
GOTTL: The Herzog & de Meuron space at the Tate Modern was challenging to work with, as it was
so vast. We had to figure out how to display things like earrings in such a cavernous and architecturally
stunning interior. It's an awe-inspiring, cathedrallike space, but that's not good for shopping, so we had to
bring everything down to human scale.
Lighting is critical when it comes to display, so we dropped a lighting grid down from the ceiling in
order to light products properly, and some of the display units carried their own lights.
We used black steel to blend with the industrial flavor of the space but also introduced different types
of wood. The store won't age because it's tied to the architecture of the building.
52
perspective
iida.org/perspective
Photos by: (Tate and V&A) Ed Reeve
"
cent of national museums reported a decrease in public funding between 2015 and 2016, according to the
Museums Association-museums are beginning to understand how important commerce is in terms of
being able to support the museum's activities. Gift shops have started being more like retail stores. They
offer a broader spectrum of products. Museums themselves are becoming manufacturers and retailers.
http://www.iida.org/perspective
Table of Contents for the Digital Edition of IIDA Perspective - Spring 2018
IIDA Perspective - Spring 2018
From IIDA
Contents
Next
World View
Sum of Its Parts
Talk, Talk
Data Viz
Pre/Post
I Design
Redesigning Gender
The Real Deal
Supermarket Shift
Safe Spaces
Ready for Takeoff
Scratch Pad
Insider Intel
IIDA News + Updates
Why This Design Works
IIDA Perspective - Spring 2018 - IIDA Perspective - Spring 2018
IIDA Perspective - Spring 2018 - Cover2
IIDA Perspective - Spring 2018 - From IIDA
IIDA Perspective - Spring 2018 - Contents
IIDA Perspective - Spring 2018 - 3
IIDA Perspective - Spring 2018 - 4
IIDA Perspective - Spring 2018 - 5
IIDA Perspective - Spring 2018 - Next
IIDA Perspective - Spring 2018 - 7
IIDA Perspective - Spring 2018 - 8
IIDA Perspective - Spring 2018 - 9
IIDA Perspective - Spring 2018 - World View
IIDA Perspective - Spring 2018 - 11
IIDA Perspective - Spring 2018 - Sum of Its Parts
IIDA Perspective - Spring 2018 - 13
IIDA Perspective - Spring 2018 - Talk, Talk
IIDA Perspective - Spring 2018 - Data Viz
IIDA Perspective - Spring 2018 - Pre/Post
IIDA Perspective - Spring 2018 - I Design
IIDA Perspective - Spring 2018 - Redesigning Gender
IIDA Perspective - Spring 2018 - 19
IIDA Perspective - Spring 2018 - 20
IIDA Perspective - Spring 2018 - 21
IIDA Perspective - Spring 2018 - 22
IIDA Perspective - Spring 2018 - 23
IIDA Perspective - Spring 2018 - The Real Deal
IIDA Perspective - Spring 2018 - 25
IIDA Perspective - Spring 2018 - 26
IIDA Perspective - Spring 2018 - 27
IIDA Perspective - Spring 2018 - 28
IIDA Perspective - Spring 2018 - 29
IIDA Perspective - Spring 2018 - Supermarket Shift
IIDA Perspective - Spring 2018 - 31
IIDA Perspective - Spring 2018 - 32
IIDA Perspective - Spring 2018 - 33
IIDA Perspective - Spring 2018 - 34
IIDA Perspective - Spring 2018 - 35
IIDA Perspective - Spring 2018 - Safe Spaces
IIDA Perspective - Spring 2018 - 37
IIDA Perspective - Spring 2018 - 38
IIDA Perspective - Spring 2018 - 39
IIDA Perspective - Spring 2018 - 40
IIDA Perspective - Spring 2018 - 41
IIDA Perspective - Spring 2018 - Ready for Takeoff
IIDA Perspective - Spring 2018 - 43
IIDA Perspective - Spring 2018 - 44
IIDA Perspective - Spring 2018 - 45
IIDA Perspective - Spring 2018 - 46
IIDA Perspective - Spring 2018 - 47
IIDA Perspective - Spring 2018 - 48
IIDA Perspective - Spring 2018 - 49
IIDA Perspective - Spring 2018 - Scratch Pad
IIDA Perspective - Spring 2018 - 51
IIDA Perspective - Spring 2018 - Insider Intel
IIDA Perspective - Spring 2018 - 53
IIDA Perspective - Spring 2018 - IIDA News + Updates
IIDA Perspective - Spring 2018 - 55
IIDA Perspective - Spring 2018 - Why This Design Works
IIDA Perspective - Spring 2018 - Cover3
IIDA Perspective - Spring 2018 - Cover4
https://www.nxtbook.com/nxtbooks/nielsen/perspective_2019fallwinter
https://www.nxtbook.com/nxtbooks/nielsen/perspective_2019summer
https://www.nxtbook.com/nxtbooks/nielsen/perspective_2019spring
https://www.nxtbook.com/nxtbooks/nielsen/perspective_2018fallwinter
https://www.nxtbook.com/nxtbooks/nielsen/perspective_2018summer
https://www.nxtbook.com/nxtbooks/nielsen/perspective_2018spring
https://www.nxtbook.com/nxtbooks/nielsen/perspective_2017fallwinter
https://www.nxtbook.com/nxtbooks/nielsen/perspective_2017springsummer
https://www.nxtbook.com/nxtbooks/nielsen/perspective_2016fallwinter
https://www.nxtbook.com/nxtbooks/nielsen/perspective_2016springsummer
https://www.nxtbook.com/nxtbooks/nielsen/perspective_2015fallwinter
https://www.nxtbook.com/nxtbooks/nielsen/perspective_2015springsummer
https://www.nxtbook.com/nxtbooks/nielsen/perspective_2014fallwinter
https://www.nxtbook.com/nxtbooks/nielsen/perspective_2014springsummer
https://www.nxtbook.com/nxtbooks/nielsen/perspective_2013fallwinter
https://www.nxtbook.com/nxtbooks/nielsen/perspective_2013springsummer
https://www.nxtbook.com/nxtbooks/nielsen/perspective_2012fallwinter
https://www.nxtbook.com/nxtbooks/nielsen/perspective_2012springsummer
https://www.nxtbook.com/nxtbooks/nielsen/perspective_2011fallwinter
https://www.nxtbook.com/nxtbooks/nielsen/perspective_2011springsummer
https://www.nxtbookmedia.com