The great boom of museum shops in Toulouse boosts revenue and exhibitions
In a museum, the shop is an offer expected from the public. It is also used to boost revenue for new exhibitions.
Mariette Escofier is not only a regular at museums but also a collector. “After having discovered an exhibition, I always go through the shop to buy an object that reminds me of what I have seen. A way of continuing to live this cultural experience”.
The Toulouse museums all have their shop. A space that has become essential. “Appeared in private museums in the United States, the concept arrived in France in national museums (Louvre in Paris), before settling in the regions”, notes Nicolas Galiana, in charge of museum shops for the City of Toulouse. ” .
According to this manager, this place has two objectives: to meet the expectations of the public and to help generate revenue to develop new exhibitions and cultural activities. “The higher the number of visitors, the more the shop’s turnover increases. Overall, depending on the year, it represents between 35 and 40% of the museum’s revenue”.
At the beginning, this space seen small, offers a simple postcard or a leaflet on the expo. “Today, it is a real continuity of the visit”, assures Nathalie Escoin, reception manager, animation of the shops of the Cité de l’Espace. Thus for the 75th anniversary of the Little Prince, the Envol des Pionniers shop offers books on Saint-Exupéry and objects derived from his work.
Spaces that must diversify to meet public demand. Examples: the shop of the Labit museum devoted to the arts of Asia and ancient Egypt offers reproductions of Japanese prints. That of the Jacobins cloister, umbrellas matched with stained glass. The Saint-Raymond archaeological museum, a range of objects on antiquity. “The souvenir of the exhibition becomes an object of promotion. Hence the need to offer quality items, favoring local suppliers”. Such as the Saint-Michel prison shop and its Castelet bricks, made by the local company, Mon Pais.
A shop that can sometimes be discovered from the outside. This is the case for that of the Museum, which is accessed directly from the Jardin des Plantes. “The themes of the Museum attract a very family-oriented audience, believes Stéphanie Moerland, the manager. We have therefore chosen playful (toys) and cultural (books) articles”. 15% of visitors buy in store, according to the Museum.