Angela,
I am a museum designer and lately been dealing alot with this isssue.
Looking at his from the retail end, I think the Niketowns and other such
stores are changing alot of what retail is doing. Stores such as that
one have become more interpretive as far as trying to convey a message
(albeit a commercial one) and been quite effective at creating an image.
Theme stores seem to be a new hot thing.

The point I think is that visitors don't go to these places to buy as
much be entertained. Certainly putting media, real artifacts,
personalities, or graphics in stores can spark interest in the bigger
story of the overall museum.

The other trend that as designers we are being asked to do, is take the
graphics and other items from our design work and find ways for them to
be available in stores. For instance a cd rom interactive in the
exhibits could be available in a slightly different format for sale. A
copy of it might be playing on a kiosk. Another thing is that with
digital imaging almost any image in the exhibits or archives can be made
available for sale (rights issues not withstanding).
There are lots of possibilities for integration. I think you will find
that most new museums are taking this approach.
Tom Bouchard



> ----------
> From:         Angela K. Roberts
> Reply To:     Museum discussion list
> Sent:         Friday, August 20, 1999 9:53 AM
> To:   [log in to unmask]
> Subject:      Museum Shop as Interpretation
>
> **Apologies for any cross postings**
>
> For the past two years Hillwood Museum & Gardens has been undergoing
> an
> extensive renovation of its physical plant.  During that time we have
> also
> been reinventing our image, undertaking administrative reorganization
> and
> revising the museum's interpretive message.  As part of that revision,
> the
> Museum Shop has been placed in the Interpretation Division.  The Shop
> is now
> being reinvented with a strong interpretive message to create a
> seamless
> visitor experience throughout Hillwood.
>
> We are writing to you, our fellow museum professionals, to inquire if
> any of
> you have experienced a similar shift in philosophy regarding your
> museum
> shop.  Is the shop regarded as an extension of your interpretation
> effort?
> Does your museum shop express your interpretive messages and if so,
> how?  We
> are very interested in starting a dialogue on this subject.
>
> Lauren Chapin
> Director of Merchandising
> [log in to unmask]
>
>
> Angela Roberts
> Interpretation Coordinator
> Hillwood Museum & Gardens
> Washington, DC
> [log in to unmask]
> www.hillwoodmuseum.org
>
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