Culturelable online museum boutique launched 1 Sep 2009

The online venture Culturelabel, which unites the retail outlets of 60 British cultural institutions, allowing worldwide access to their products, launched at the end of July.  The website enables partners to showcase up to 24 premium products and introduce their brand to a new consumer audience.  It is designed to drive new traffic to each institution’s own site to browse and buy. Although the site currently links only UK organisations, the plan is to make it a global venture, connecting museums and arts institutions across the world on one site. Also on the website is the publication, Intelligent Naivety: Commercial Opportunities for Museums and Culture Institutions, which argues that commerce has borrowed much from culture but culture has not borrowed enough from commerce.