Art for Rent
The art and science of exhibiting curated artwork in retail spaces
Heritage brands have long collaborated with curators to create artistic retail spaces; today, younger brands are leveraging their physical stores to attract customers and followers using art staging and stage-like programming. Not only does art provoke mindfulness and wonder for viewers who experience it in person, but research also has found that art in the physical retail space has a "spillover effect," meaning that impressions of the artwork are extended to the brand and its products. As a result, this aggregated impression can generate higher perceived value and satisfaction as reported by the customers and eventually incentivize sales.
Now, art rental companies like Curina are beginning to democratize curated art to individuals and smaller brands with approachable pricing for rentals as short as three months. Like Rent the Runway for artwork, Curina subscribers can choose different plans and decide to buy the art if they end up liking it. While the target audience is primarily private households, the female-owned team also provides services for “design, development, staging, or architectural projects.”
Some brands and companies also use art to enhance viewers’ experience by selecting artworks that align with their audience’s values. Ipaintmymind is a Chicago-based non-profit that uses its art programs, including subscription rental services, to help businesses, artists, and communities. Boston-based Artlifting also runs a curated art rental program for businesses and homes, apart from selling original artwork to help artists impacted by homelessness or disabilities secure an income,
Art has always been part of our lives, yet art also has been something we regard as being sold at unapproachable prices and stored in galleries and freeports. As our access to art becomes more dynamic, easy, and meaningful, access to art will benefit both brands and in-person retail consumers.
Sources: House Beautiful (January 30, 2020) | WWD (February 10, 2020) | ipaintmymind (May 18, 2018) | Image: Laura Pittaccio