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Price first, design later – how the arts can learn from IKEA

Setting the price point for an arts event can often be the death of it. IKEA demonstrate how flipping the model might guarantee greater success. But does this realistically translate to the arts context?

22 Jun 2018 12:00

Gina Fairley

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Writing and Publishing

Image: Ikea.

Few would argue that IKEA – the Swedish homewares giant – doesn’t have one of the most successful business models in the world.

Largely, that has been the result of a self-driven consumer experience where you pull it off the shelf, assemble it yourself, and feel so chuffed that you fall in love with the company – what has been colloquially called, “The IKEA Effect”.

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Gina Fairley

Gina Fairley is ArtsHub's National Visual Arts Editor. For a decade she worked as a freelance writer and curator across Southeast Asia and was previously the Regional Contributing Editor for Hong Kong based magazines Asian Art News and World Sculpture News. Prior to writing she worked as an arts manager in America and Australia for 14 years, including the regional gallery, biennale and commercial sectors. She is based in Mittagong, regional NSW. Twitter: @ginafairley Instagram: fairleygina