Anthropologie Gets Crafty at Port Eliot Festival, England
The burgeoning summer festival scene enables retailers to target consumers with memorable, often intimate experiences – from conversations with artists to learning new skills.
US lifestyle brand Anthropologie tapped into this at the Port Eliot festival in Cornwall, England (19-22 July). The brand hosted free creative workshops, where three contemporary designers taught attendees how to make a one-off piece of art to take home.
Classes led by British designers Lou Rota, Charlotte Taylor and Jacqui Roche – all of whom currently have product lines for sale on Anthropologie’s website – covered up-cycling vintage china, textile printing and pottery modelling.
Festivalgoers could then join the artists for an informal conversation and a glass of wine inside the branded canvas tent, which was decked out with bunting, distressed wood, jam jars and vintage crockery – the epitome of the ‘shabby chic’ aesthetic with which Anthropologie is synonymous.
The festival, which includes literary, gastronomic and artistic sessions, is quickly gaining a reputation for hosting brands with an artistic heritage that are looking to make a deeper mark with the event’s style-conscious demographic. London-based fashion designer Mary Katrantzou spoke at this year’s event and French luxury label Hermès’ tent was a highlight in 2011.
For Anthropologie, Port Eliot appeared to present the perfect opportunity for the brand to connect with its target audience. Craft sessions enforced the brand’s core values of “innovation, artfulness and good design”.
For more on how retailers can use temporary stores or experiences to communicate brand values, see the Stylus reports Brands on Tour: The Benefits of Nomadic Retailing and look out for our September report on the best branded festival experiences of summer 2012.