Everyone has heard the proverb that “if you teach a man to fish, you feed him for a lifetime.” Brands that specialize in creative concepts embrace the same mentality of creating lifelong knowledge through education, and understand that customer relationships are built brick by brick. 

As people desire greater immersive experiences, that means embracing the arts. Often, this means making something with their own hands in a community that fosters creativity. 

With several arts and crafts stores that lacked an immersive element having gone out of business recently, other brands have wisely learned that they require an experiential component to thrive. Similarly, the rise of immersive craft workshops has proven to be an example of reliable tenants. They fill commercial space for reasonable amounts of money – a triumph for a struggling commercial real estate market. Even luxury brands are integrating arts concepts and crafts workshops into their work in an attempt to deeply resonate with customers and build brand loyalty. 

Where creativity goes, customers follow. Here is a look at how brands are taking a hands-on approach to redefining retail.

 

After Party City and Jo-Ann’s Close, Michaels Reinvents Itself

Party City, the chain of party supply stores, and Jo-Ann’s stores, which specialized in fabrics and arts and crafts supplies, have both concluded their runs. As a result, arts and crafts retail chain Michaels saw what wasn’t working and knew they had an opportunity to reinvent the market. 

Michaels recently launched two new in-store concepts in its 1,300 stores: The Knit & Sew Shop and The Party Shop, RetailDive reported. The shops increase Michaels’ yarn selection by 25%, the space dedicated to fabric in stores by 25%, and its in-store party assortment by 700 items. Co-branded with the Michaels and Joann logos, the stores include well-known Joann private labels in a smart move to pick up market share left by the defunct stores.

Thus far, the risk has paid off: A Numerator study found 74% of shoppers said they would shift their purchases to Michaels or Hobby Lobby.

“The launch of The Knit & Sew Shop and The Party Shop at Michaels is a transformative step forward on our mission to become the go-to destination for fueling creativity and celebration,” Michaels CEO David Boone said in a statement. “We are proud to offer an unmatched experience for creating and celebrating through our expansive product assortments, enhanced services, lower price points, and seamless in-store and online shopping options.”

 

Immersive Arts and Crafts Studios Build Strong Customer Relationships

Creative businesses are reshaping New York’s retail landscape by demonstrating how people are prioritizing experiences over consumption. At immersive arts and crafts studios, like one called Happy Medium, inexperienced artists can tackle projects like ceramics or furniture building.

“In a whole day, we get more stimuli than our ancestors did in their whole lives,” Jessie Spellman, co-founder of Recess Grove, told the New York Times. “People are craving chances to connect with other people in ways that feel authentic and aren’t solely focused on what we’re eating and drinking.”

While these arts and crafts studios are stimulating for customers, they’re also a boon for real estate. Underutilized commercial spaces that are converted into craft spaces are generating consistent revenue and serving as reliable tenants for property owners who need to fill retail vacancies. These businesses create consistent income streams while requiring minimal landlord investment compared with what’s required of restaurants or traditional retail stores.

“Experiential art spaces have been a win for their business owners, landlords looking to fill spaces without a high overhead cost, and New Yorkers looking for something fun and different to do, and the momentum has caught the attention of major retailers,” the piece continued.

The concept has been so successful that larger brands are looking to get involved. Bloomingdale’s recently hosted Happy Medium in a 950-square-foot pop-up from September through October in its flagship store, while brands like Jonathan Simkhai and Coach have booked programming with Happy Medium in the fall months. Customers pay attention when an emphasis is placed on building connections through creativity.

 

Luxury Brands Immerse Customers in Arts and Crafts

Luxury brands hoping to deeply engage with customers are demonstrating their commitment to craftsmanship by exhibiting artists’ works through tailored experiences in their boutiques. At 

Cartier boutiques in Geneva, Copenhagen, and Barcelona, the legendary jewelry brand recently invited visitors to meet the artisans and immerse themselves in their craftsmanship during the European Artistic Craft Days (EACD). Workshops enhanced visitors’ understanding of the various stages of the entire creative process through immersive sketches, tools, materials, photographs, and films, Luxferity reported. 

Similarly, Loewe also had an immersive exhibition in Tokyo last year called Craft World, featuring memorable artistic collaborations, including reinterpretations of Studio Ghibli creations and works by ceramicist Suna Fujita.  Lacoste and Diptyque also held creative workshops, both of which allowed the customer to get their hands involved in creatively making something.

The immersion of luxury brands in craftsmanship goes far beyond fashion, however. Rolls-Royce hit London Craft Week with a unique exhibition at its flagship residence in Mayfair. It featured triptych artwork depicting an enchanting woodland scene inspired by the flora and fauna of the British Isles. Rolls-Royce may be the highest echelon of luxury vehicle company, but they understand that a connection to craftsmanship is a means of forging a life-long relationship with the customer.

 

In a stressful world, people are looking to get involved with hobbies that feel creatively fulfilling, and arts and crafts are enjoyable pursuits. When Party City and Jo-Ann’s closed, Michaels saw a valuable opportunity to step in and turn a failed model into an immersive concept that encourages creativity, while maintaining the product lines that people grew to love. 

Similarly, immersive arts and crafts studios are a highly successful force for building creative community while simultaneously bolstering the commercial real estate industry. As luxury brands recognize how much customers value an emphasis on impeccable craftsmanship, they’ve also started to integrate this into their boutiques and special events. 

When brands emphasize creativity, customers listen. Now is the time for brands to embrace this mentality to take their creations to the next level.