Should a museum store maintain a distinct identity or operate under the umbrella of the core brand? Our answer: both. In today's diverse landscape, while an Art Museum store continues to serve as a destination for souvenirs, its role as a platform for contemporary art and design activities is expanding.

Extensive research has revealed that for large museums, museum stores are significant business assets in their own right, serving as a catalyst for engaging a broader audience. Therefore, considerable effort is invested in setting them apart from the museum space and giving them a distinct design identity. Thus, the new branding concept was born, built on the existing brand structure.