Not that Red Bull have been slacking on the experiential marketing front, but what they’ve done with one of their recording and art studios, the Red Bull Studios NY in Manhattan, is surprising even for the soft drinks behemoth: Red Bull collaborated with creative agency Alldayeveryday and created a reimagination of a traditional museum gift shop, complete “with a curated selection of items that correspond with the installations and exhibitions held in the studio.”
In between studio sessions, the gift shop makes use of the otherwise empty space and adds a unique highbrow experience to the Austrian soda brand’s brand image (they are going to sell “weird and different” products, which means that commercial interests can’t be at the heart of this move). As PSFK put it:
The launch of The Gift Shop illustrates the shifting retail experience of a physical location that doubles as a marketing platform for artists.
The weird and different products are also available in The Gift Shop online store.