Curating as a Brand Design Tool in Creative Organizations
- Submitting institution
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Heriot-Watt University
- Unit of assessment
- 32 - Art and Design: History, Practice and Theory
- Output identifier
- 41937501
- Type
- D - Journal article
- DOI
-
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- Title of journal
- Economía Creativa
- Article number
- -
- First page
- 16
- Volume
- 2
- Issue
- otoño 2014
- ISSN
- 2594-1631
- Open access status
- Out of scope for open access requirements
- Month of publication
- February
- Year of publication
- 2014
- URL
-
-
- Supplementary information
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- Request cross-referral to
- -
- Output has been delayed by COVID-19
- No
- COVID-19 affected output statement
- -
- Forensic science
- No
- Criminology
- No
- Interdisciplinary
- Yes
- Number of additional authors
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2
- Research group(s)
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-
- Proposed double-weighted
- No
- Reserve for an output with double weighting
- No
- Additional information
- Economía Creativa is a quarterly publication of the National Centre of Design, Cinema and Television in Mexico. It focuses on the work of international experts in advanced design and creativity studies with an emphasis on business, management and economy aspects. Selection involves a double peer-review process.
The paper, for which Pitsaki was the principle author, resulted from a collaboration between Pitsaki, Natalie Nixon (Director of the Strategic Design MBA of Philadelphia University ) and Prof. Alison Rieple at Westminster University Business School. It focuses on the role of curating beyond museums: websites are curated, commercial firms establish functional roles entitled “curator”, and individuals in the creative economy use social media platforms to curate their lives and cultural products as brands. The authors believe that curating has been extended and elevated today because design has become a more critical and integrative factor in brand development on both the organizational and individual levels.
The paper builds on the perspective of Mark & Pearson (2001) that brands are about managing meaning; and the work of Gloppen (2011) and Lee, Chung and Nam (2013), in order to extend the brand touchpoint wheel and the designable touchpoints models to a curating methodology. The intention is for it to be used by creative brands to operate the brand experience. The research methodology used is a series of interviews with curators in three creative organizations: two fashion brands and a not-for-profit arts organisation (PopinShop, Anthropologie and The Painted Bride, respectively). The analysis of these interviews and participant observation sessions is presented in the papers as a series of three case studies.
The paper introduces a curation tool that is the result of the analysis of these case studies. It can be used by organisations to help develop brands and to introduce curation into their current practices.
- Author contribution statement
- -
- Non-English
- No
- English abstract
- -
