What: The Robin Report reviews how museum stores have evolved from souvenir shops to sophisticated points of sales.

Why it is important: Museums too are looking for new sources of revenue by monetizing their offer and spaces. As a consequence, they come with fresh ideas (such as monetizing exhibitions in a novel way) which could be sources of inspirations for retailers… or spark some ideas of collaborations with them.

The Robin Report takes a closer look to the memorabilia shops that we are all accustomed to seeing after visiting museums. There has been quite a significant revamp of the typical souvenir stores, and it is not about selling postcards and T-shirts only anymore, but $2,000-worth pieces of stone, collaborations, and even pieces of design in addition. This is now needed as museums need to cater for the needs of tourists, but also sophisticated museum  members and visitors willing to consider a broader selection of products.

As a consequence, for instance, the MoMa has opened 2 stores, one dedicated to souvenirs, and one to more particular products. Interestingly, they are designed in a way which does not oblige a customer to visit the museum to access the stores. Reviewing the Art Institute in Chicago, the Met in NY, the gift shop at the Jacob Javits center and other museums, the Robin Report wonders if those stores could be standalone, i.e. cut apart from the museums themselves (i.e. acting as branded flagships) and, most importantly, if retailers could learn a few lessons by watching how each exhibition is monetized and merchandised, along the usual stapples, in order to cater for the needs of all customers.

Can Museum stores be a source of inspiration for retailers?