Street art and graffiti are cool, young and dynamic. They appeal to teenagers, but adults as well, and they offer specialist retailers and the toy trade an exciting additional product range. Together with Carlos Lorente, Managing Director of the Style Scouts Graffiti Academy, Messe Frankfurt has developed the Urban Art Lab: Education concept area in Hall 4.2 (Stand D11). "There are millions of websites on the internet for learning how to do graffiti, but none of them explains which tools are the right ones and which materials you need. You have to rely on advice from professionals for this", says Carlos Lorente. It is exactly these professionals that he sees in specialist retail shops, where great emphasis is put on providing advice and service. "The art of graffiti is so varied that you can soon lose the overview: for example, which spray can is suitable for inside and which for outside? Is it better for me to use a paint marker or a graphic marker, and which products are suitable for different backgrounds, such as wood, concrete, textiles and paper? My team and I will be answering questions like this in the concept area at Creativeworld", says Lorente.
The central aim of the Urban Art Lab is to make specialist retailers more aware of this exciting theme. It is very important here that they recognise that knowledge and competent advice are the be-all and end-all, if their business is to be successful. In the concept area, knowledge will be conveyed via various didactic tools, such as workbooks, tutorials and information pillars. In addition, internal training and workshop events will be presented as methods for transferring knowledge and the diverse array of tools can be tried out under professional guidance. "I imagine that we’ll be advising trade visitors in two areas: first, on education events for their own employees and then we’ll be giving tips on how urban art sessions can be realised for the customers", says Lorente.
This takes into account the fact that special solutions are necessary for specialist retailers. The spatial limits of retail premises means there is less flexibility. But it is simply not enough to put just one product display in the shop. For this reason, a variety of creative interactive islands will be presented in the concept area. These will show how you can provide opportunities for interaction at the point of sale, because in order to inspire customers with the theme of urban art and graffiti, there need to be surfaces for trying things out, so that the retailer can present the new techniques. With trained staff, urban art can function for the fine art trade, where the use of markers in particular can be demonstrated, as well as the classic hobby and craft shop, where spray cans are used. This is because classic techniques, such as watercolour painting and graffiti art, are not mutually exclusive. Customers just need an advisor by their side, who can introduce the mixed media options to them and provide them with suitable products and materials.
Best Practice: How Rapunzel from South Tyrol came to urban art
Evi Plattner is the owner of a shop for arts and crafts and artists’ requisites. She has succeeded in implementing the graffiti and street art product segment in her specialist shop. And this is not in a cool metropolis like Berlin, but in the historical centre of the small wine village of Sankt Michael in South Tyrol. Evi Platter is constantly on the lookout for new ideas for her shop Rapunzel, which has been going for 23 years. And so it was that she became aware of the urban art theme through Creativeworld and made contact with Carlos Lorente, who offers courses on street art and graffiti in his Graffiti Academy.
She was conscious of the fact that she needed a new creative theme to reach young people: "Teenagers are our future customers. I reach out to children under twelve with acrylic painting courses and the like, but teenagers are not as interested in creating something artistic or working with their hands. Graffiti is one of the themes that can inspire them." With this in mind, the team from Rapunzel offers urban art workshops for young people and they also go specifically to places where potential enthusiasts can be found.
You can read more about this on our Creativeworld Blog, and find out about how Evi Platter builds up customer loyalty and organises her workshops by means of good local networking. www.creativeworld-blog.com
The next Creativeworld will take place from 25 to 28 January 2020.
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Creativeworld is the world’s leading trade fair for the international hobby, handicrafts and artists’ requisites sector. In 2019, a total of 362 exhibitors from 44 countries made presentations to 9,152 trade visitors. At Creativeworld, exhibitors show their latest products, techniques and materials for decorative crafts, graphic and artists’ requisites, handicrafts, textile design and creative hobbies. And, as a trend and business platform, the trade fair is the first important venue of the business year. Creativeworld is the ideal order platform for the wholesale, retail and specialist trades, DIY markets, garden centres, the internet and mail-order trades. With its multi-faceted complementary programme of events, Creativeworld is a source of new ideas, inspiration and expert knowledge
Conzoom Solutions – the platform for retailers
Conzoom Solutions is a knowledge platform that offers the consumer goods industry a wide range of studies, trend presentations, workshops and guidelines for the point of sale. It provides a complete overview of Messe Frankfurt’s international portfolio in the consumer goods sector – bundling a wide range of information for retailers. www.conzoom.solutions
Background information on Messe Frankfurt
Messe Frankfurt is the world’s largest trade fair, congress and event organiser with its own exhibition grounds. With more than 2,500 employees at 30 locations, the company generates annual sales of around €718 million. We have close ties with our industry sectors and serve our customers’ business interests efficiently within the framework of our Fairs & Events, Locations and Services business fields. One of the Group’s key USPs is its closely knit global sales network, which extends throughout the world. Our comprehensive range of services – both onsite and online – ensures that customers worldwide enjoy consistently high quality and flexibility when planning, organising and running their events. The wide range of services includes renting exhibition grounds, trade fair construction and marketing, personnel and food services. Headquartered in Frankfurt am Main, the company is owned by the City of Frankfurt (60 percent) and the State of Hesse (40 percent).
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- Urban Art Lab: Education – at Creativeworld 2020 (pdf, 51 KB)