for what it’s worth

stories and stimulus from a consumer insight consultant


hirstAccording to the London Evening Standard, Damian Hirst is planning to ‘democratize’ art by taking it to the high street. The original YBA has signed a 10 year lease on a shop in Marylebone that he plans to open this spring, selling artwork, T-shirts, postcards, plates and books featuring his work, as well as pieces from up-and-coming artists including Michael Joo, Matt Collishaw and Thomas Scheibitz.

The store, to be called Other Criteria– the same name as Hirst’s publishing company- will be stocking pieces such as an 18-carat gold pill-charm bracelet costing £250,000, a set of 12 plates decorated by the artist for £10,000, and a roll of Pharmacy wallpaper, featuring rows of brightly coloured pills and tablets, on sale for a mere £1,000.

Hugh Allan, one of the directors of Other Criteria, said: “Art has to be experienced and the shop is where people can experience it in a democratic atmosphere rather than a West End gallery.”

Shopping as a creative experience? Whether you see it as democratizing or selling out, he is the first artist to make use of the sales structure that luxury brands have been using for years, and with plans to open a chain of these stores, Hirst apparently expects great enthusiasm for these diffusion products.

Filed under: arts & culture, brand extensions

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