Exit through the gift shop

The phrase “exit through the gift shop” became part of our cultural jargon with the 2010 work of ‘filmic graffiti’ about the street artist Banksy. Intended as a comment on the commercialisation of art, the ubiquitous phrase encapsulates the reality for art galleries and museums around the world: a successful gallery store is an essential element of the institution’s public engagement and makes a significant financial contribution towards keeping the doors open. And, yes, a sign saying “exit through the gift shop” can be spotted in almost all institutions from the Tate Modern in London to the recent touring Banksy blockbuster exhibition.