The art of luring shoppers with candy
Art installations and candy crafters like Sugarfina are becoming common attractions at malls looking for new ways to draw traffic. Why not put the two together?
That’s exactly what Macerich’s Santa Monica Place is doing for the next four months with Candytopia, a two-level, 16,000-sq.-ft. installation of both original art pieces and copies of the likes of Warhol and Rodin — all made of candy.
Despite the fact that tickets for Candytopia are $30 apiece for adults, Macerich reports that the exhibit is drawing thousands of visitors a week to the popular Southern California mall. What’s more, art (and candy) lovers are lining up early for the show and sticking around afterward to shop and dine.
“Candytopia is a smart concept blending art and retail into a truly original experience that is driving great traffic at Santa Monica Place,” said Macerich chairman and CEO Art Coppola.
Candytopia was the brainchild of “celebrity candy stylist” Jackie Sorkin, who partnered with retail veteran John Goodman and designer Zac Hertog to put on the exhibition, which undoubtedly would have won the praise of Andy Warhol. The Pop artist was known to occasionally follow a candy-only diet.
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California fashion brand tries on hospitality via Airbnb
Marine Layer is taking its merchandise and store aesthetic to a new brand extension: hospitality.
The California-based brand, best known for its soft T-shirts and laid-back vibe, has opened Airbnb apartments above several of its stores, reported Racked.com, with the newest set to open next week, above its new store in New Orleans. The company is currently eyeing locations in Washington, D.C., with New York and Austin on deck, the report said.
Marine Layer’s Airbnbs share the same retro aesthetic as its clothes and stores, according to Racked.com, and feature old-school board games, walls filled with travel Polaroids, novelty wallpaper and vintage furniture.
“We’re in an age where the traditional rules of retail and apparel don’t apply anymore, and so brands have to think about new and different ways to connect with their customer,” company founder Michael Natenshon told Racked.com. “Ultimately, we want customers to come into stores to buy clothes, but this is also an opportunity for people to engage with Marine Layer beyond the stores. It’s a next-step evolution.”
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