I.O. Metro Launches Call to Local Artists

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I.O. Metro Launches Call to Artists - Memphis Daily News

http://www.memphisdailynews.com/news/2011/jul/29/io-metro-...

I.O. Metro Launches Call to Artists STACEY WIEDOWER

As a regional chain store, Bentonville, Ark.-based I.O. Metro has characteristics typical of mid-size mass retailers: 20 stores in 10 states, and low to moderate prices made possible by mass production and buying in bulk. But the specialty furniture retailer built itself on a desire to be “different,” and a recent initiative conceived by CEO Jay Howard blurs the line between mass produced and locally produced goods. “We had a situation where somebody who worked in our office who was from the local area painted a painting – as a hobby – and we ended up selling it in our stores,” said Yvonne Rubenstein, I.O. Metro executive VP of merchandising. “It did really well. And since that was successful, that got us thinking there were probably more opportunities out there with our customers.” As a result, the company launched a call to artists in the communities around its stores – including Memphis, which has two area I.O. Metro locations. Through the competition, the company is seeking original works of art that will be reproduced by its suppliers and sold in all 20 I.O. Metro stores. To enter, artists must post photos of their entries on I.O. Metro’s Facebook wall. The contest has received a strong response so far, said Amber Langston, I.O. Metro marketing director. “I think this may be something that we look at doing on a periodic basis moving forward,” she said. “We’re very big on trying to help the community and becoming a part of the communities our stores are in. This is a really great way to take advantage of talent that’s local.” The company plans to select 25 pieces from the field of entries, which range from original acrylic and oil paintings to mixed media works to photography. The contest closes Sunday, July 31, and I.O. Metro will notify winners Aug. 5. I.O. Metro isn’t the first mass retailer to link its brand with the work of individual working artists and designers. Famously, Target has partnered with designers ranging from Anya Hindmarch to Michael Graves, whose work has been produced en masse and sold at attainable price points nationwide. The I.O. Metro contest is a similar concept on a smaller scale, with the added element that it offers formerly unknown artists the chance to have their work distributed in markets throughout the Southeast and Midwest.

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