Provenance? Local and sustainable products in focus!

How can the shop and customer service become an integrated part of the experience when visiting a cultural institution? What role do retail areas play in shaping the cultural visitor experience – beyond simply being places people pass through or make purchases? How can these areas become meaningful, identity-building parts of the institution’s brand and storytelling? Can the sale of artist books, design objects, and curated merchandise become a form of arts communication – and is retail a sustainable revenue source in museum economics?

Speaker: Llinos Durell, Retail and Product Manager, Wales Millennium Centre

In this inspiring international case, Llinos Durell from the Wales Millennium Centre shares her strategic approach to retail and audience engagement at one of the UK’s most prominent cultural venues. At the core of her work is transforming the shop into an integrated part of the overall visitor journey – through visual storytelling, customer service, and thoughtfully curated products.