7 Open a Museum

7

OPEN A MUSEUM

Brands which have a genuine, unbroken history can distinguish themselves from those who have adopted a traditional look, by exhibiting artefacts in their own museum. While there may not be room in every organisation’s offi ces or shops to display their entire archive, a carefully chosen, well-designed cabinet of curiosities will give customers and staff new ways to connect with the brand.

In some countries, antiques are merely seen as second-hand things for people who can’t afford new ones. Know your market. Where vintage styles and traditions are valued, tasteful display of your vintage products will add to your brand’s authenticity in your customers’ eyes.

The idea Smythson of Bond Street is a great brand for many reasons. They have manufactured stationery in the UK and had a shop in London’s West End since 1887. Their customers include the Queen and countless members of the British nobility. Although they are no longer a family company, they are still on Bond Street, and customers can walk through their shop to visit the little museum of stationery which they’ve produced for famous people through the years.

Recently, in their printed catalogues, they’ve used archive illustrations of their jewellery boxes, portable offi ces, briefcases and

small leather goods from their early years. All this demonstrates their authenticity and—without ever mentioning the competition— casually dismissed their rivals as modern upstarts.

In practice • Explore your cupboards, unpack the oldest boxes, look up your records and unveil your archives. Look for stories you can tell about your origins and your past customers. • Show how your organisation has changed since the start, while holding on to its original values. • Surprise customers who knew nothing about your history.