NIGHT AT THE (BRAND) MUSEUM
Museums provide the inspiration behind these immersive brand experiences
Recently, museum-like brand exhibitions are proliferating, allowing consumers to more deeply and meaningfully interact with a brand’s products and processes via a highly experiential, education-forward format. These installations are similar to the branded pop-up frenzy we’ve seen, but they level up in terms of sophistication, execution, and consumer takeaway.
Chanel is curating an immersive experience that will highlight the sustainable ingredients used to formulate the brand’s luxury skincare products. For two days at the end of March, the Mineralogy Gallery at Paris' Natural History Museum will play host to the event, called “La beauté se cultive.” This museum-inspired exhibit will include an immersive botanical display, designed to pull focus to the rare plants Chanel grows and studies at its open-sky labs. The exposition is aptly located right next to the storied Jardin des Plantes, the 400-year-old royal botanical garden, which showcases medicinal plants.
This example is an actual brand-museum collaboration: the Contemporary Jewish Museum in San Francisco is hosting a new exhibit focused on one of the most iconic denim brands in American history—Levi’s. The exhibit, titled “Levi Strauss: A History of American Style,” showcases 250 garments, photos, and documents, all of which fabricate a complete snapshot of Levi’s 167-year legacy thus far. While the exhibit focuses on Levi’s indelible mark on American history (which can be seen in Einstein’s leather Levi’s jacket, Bing Crosby’s custom denim tuxedo jacket, and more iconic pieces besides), it also sets the stage for the future aims of the brand—specifically, how Levi’s is innovating its products and development processes based on consumer need.
Cruise introduced the public to its Cruise Origin (a self-driving, all-electric car) with museum-like installations at the SVN West in San Francisco back in January. The event included three different exhibits that each highlighted a key issue with traditional transport: dangerous roads, polluted cities, and time wasted driving. Once guests understood the context and necessity for Cruise, they were given the chance to check out the vehicle and get a taste of a next-gen method of transportation that’s self-driving, all-electric, and ride-shared. The goal behind the exhibit was to launch the new Cruise vehicle and show consumers that the vehicle isn’t just a prototype: it’s going to be assembled by GM and is ready for widespread public adoption.