Abecita

Take an art break

We helped Abecita develop the concept “Take an art break”. A concept that can land in a variety of creative ideas over time, regardless of channel choice.

Background

Abecita Art Museum is no ordinary museum. Here, photography and pop art are of high international class. The museum is located in an old corset factory in Borås. Abecita works continuously with content, but has been lacking creative ideas to make the museum “pop”.

Challenge

Everyone who visit the museum is fascinated and wonder why they have not been there before. Fantastic exhibitions and prominent artists are not enough to attract visitors. It requires more. It’s all about creating additional curiosity about the brand and reaching out to a wider target group.

Solution

At Abecita you should be able to come and just be. Based on that idea, we developed the concept “Take an art break”. A concept that can land in a variety of creative ideas over time, regardless of channel choice. Different people take their kind of art break at Abecita. Lying on your back. Leaning your back against a wall. Drinking coffee. Hugging. Browsing a book. Eating waffles. Listening to music. Objectively: People should want to hang out here. Both the young cool kids and everyone else.

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Helena Norberg

Kundansvarig Projektledare

helena.norberg@consid.se 070-174 80 13