Art Basel, the premier global art fair, is set to venture into the lifestyle and retail sector with the launch of its concept retail store, the Art Basel Shop, during its Swiss fair next week. This innovative move marks the brand’s first significant push beyond its traditional art exhibitions, aiming to capture the unique essence of Art Basel and extend its influence into everyday life.
The Art Basel Shop will debut on June 11, coinciding with the fair’s opening to the public, while VIP previews of the fair will commence on June 10. The store promises to offer an array of exclusive and unique edition collectables, clothing, design pieces, and published works. Sarah Andelman, the founder of the renowned Parisian concept store Colette, has meticulously curated these items.
Andelman is celebrated for her pioneering approach to retail, which seamlessly blends art, fashion, and design. Her recent successful collaborations with French luxury brands such as Diptyque and Le Bon Marché, an LVMH-owned department store, highlight her expertise in creating unique retail experiences. This new venture with Art Basel is expected to bring her signature touch of innovation and style to the art fair’s audience.
In a press release, Art Basel’s Chief Growth Officer Hayley Romer articulated the vision behind this new retail initiative. Romer emphasised that Art Basel’s audience strongly desires products that encapsulate and extend the unique experience of attending the fair. “The Art Basel Shop is fully aligned with our vision to engage our audience and deliver more value to galleries, artists, and cultural partners,” Romer said. She noted that this venture is a strategic move to broaden Art Basel’s appeal and enhance its brand presence in the art and luxury sectors.
Romer, who joined Art Basel in September, has a distinguished background in luxury advertising and media. Her previous roles include publisher and chief revenue officer of Atlantic Media, head of luxury advertising at Forbes Media, and executive director of corporate sales at Condé Nast. Her extensive experience in these positions underscores her capability to lead this new initiative and expand Art Basel’s footprint in the lifestyle market.
The Art Basel Shop will feature various items under the brand AB by Art Basel. These include memorabilia, apparel, and collaborative products with artists. Noteworthy items include a wooden replica of the Jean-Michel Basquiat Ferris Wheel from the Luna Luna theme park and skateboard decks adorned with designs by Cindy Sherman, available as solo, diptych, or triptych sets. Additionally, a range of products will be available in collaboration with artists like Christine Sun Kim, further highlighting the store’s commitment to unique and artistically significant offerings.
This new retail endeavour represents a strategic extension of Art Basel’s brand, leveraging its established reputation in the art world to tap into the lifestyle and luxury markets. By offering exclusive products that resonate with the fair’s audience, Art Basel aims to create a lasting connection with visitors, allowing them to take a piece of the fair’s magic home.
The Art Basel Shop is poised to become a fair highlight, attracting art enthusiasts and the general public. As the fair unfolds next week, attendees can explore and purchase these unique items, further enriching their Art Basel experience. This bold step into the retail sector signifies Art Basel’s ongoing evolution and commitment to staying at the forefront of cultural and market trends.
With the launch of the Art Basel Shop, the fair is celebrating its rich heritage and embracing a future where art and lifestyle converge, offering a holistic and immersive experience to its global audience.