Gallerix is a Swedish retail chain selling wall art, prints, photographic art, paintings and frames. Stores includes a framing department where Gallerix provide a full framing service for customers’ own art.
As the businesses expanded, Gallerix challenged Jung von Matt to create a new overarching communication concept both lived up to the brand promise “Express Yourself”, and shifted brand perception from supplier of mass-produced prints to an inspirational home of wall art.
THE TARGET AUDIENCE
18 to 40 year-old interior-design aficionados, with particular focus on urban dwelling women.
They’re educated, value-driven and self-directed individuals who want to take a stance, share experiences and show character. They’re caught in the force-field between abundance (how much consumption is ethically sound?) and stress (too many goals, career, expectations, multitasking, status, friends and family, etc).
They have two major needs: selection and orientation as the keys to opening up opportunities for self-realisation. They long to move on from the overload of the mainstream, and instead orientate themselves and refocus their energy, allowing their individuality the freedom to flourish.
Can Gallerix play a bigger role in Swedish homes and in consumers minds than just framed images on a wall? Could we go from ‘art on a wall’ to ‘wall as art’ and transform the wall itself to the canvas for your self-expression and individuality?
‘The wall’ has not been owned by any other brand as an interior design space. As a blank canvas, it captures Gallerix’s brand promise ‘Express Yourself’ in a far stronger way than any individual product.
The concept was there: Gallerix would own this space through the concept ‘Wall Yourself!’
‘Wall Yourself!’ proved an incredibly rich creative territory and fertile source of campaigns and content for Gallerix’s own channels.
The new concept had an enormously positive impact on the brand. Overall sales rocketed by 27% in the first six months after the concept was rolled out, compared to the same period the previous year. Growth occurred mainly in larger cities, which was also our primary target audience.