Change of art: One-stop culture shop launches

London – A new online store that brings together artist-designed and limited-edition products from arts and cultural institutions around the UK has launched. With partner institutions including the V&A, the British Museum, the Tate and the Saatchi Gallery, CultureLabel is a finely curated boutique that aims to very stylishly bridge the worlds of culture and commerce.

‘Commercial brands invest millions to try to give their products a ‘story’,’ says co-founder Peter Tullin. ‘For cultural products, however, the story is part of their DNA. Increasingly, consumers want product with soul.’

The store’s varied selection includes a set of alphabet blocks designed by Bob and Roberta Smith (Tate), limited-edition deckchairs produced in collaboration with leading British artists (Royal Parks Foundation), and a David Shrigley–designed messenger bag (Baltic Centre for Contemporary Art). Themed weekly ‘Editor’s Choice’ features put the spotlight on the best products available, while informative write-ups on partner institutions mean shoppers don’t forget the culture push behind their purchase.

Breaking new ground in cultural consumption, the initiative will appeal to increasingly design-savvy consumers who are consciously choosing products that not only look good, but have a good yarn to spin as well.

Look out for our upcoming feature on the CultureLabel team, coming next week.