In-store personalization is one of the hottest touch points at the moment, from gold-leaf monograms to heat-pressed patches. But the trend is continually going more upscale, with commissioned artists painting right onto designer items purchased by consumers just moments before. Case in point: this weekend’s in-store customization event Exclusively Yours at Barneys New York. This uptown event at the Madison Avenue store featured the super-talented artist Meagan Morrison of Travel Write Draw painting her stylish designs right onto everything from Celine handbags to Comme des Garcon wallets.
While Morrison has previously done live customer portraits at other retailers as a gift with purchase, this was the first time she put her art directly onto a store’s designer merchandise.
“What Barneys did was very smart as customization is such a huge trend now,” says Morrison. “Women had to make the purchase first, then I would paint anything they asked for onto it, within reason for time constraints. I did a portrait of a woman’s Frenchie bulldog on a Comme des Garcon wallet and then everyone just went crazy. Women were pulling up pictures of their pets on their Instagram feeds and texting them to me to paint! I think I painted 15 to 20 bags during the four-hour period, many with pets. The things that really moved were the pouches as they were small and cute and easy to customize.”
Morrison’s quick-dry acrylic paint also meant that customers could wear their creations right out of the store, always a plus in today’s immediate gratification society.
Other brands involved in the customization day included Fiorucci, Sandrine Rose, 3X1, J Brand, Alpha Industries, Resurrect by Night, Acne Studios, Frame, Nudie, Derek Lam 10 Crosby, GRLFRND, and more. All customization services were complimentary, as were the refreshments on hand.
A look at some other customized items at the Barneys New York Exclusively Yours event:
Fiorucci celebrates Barneys Exclusively Yours event with embroidery messaging. With the event held uptown at the Madison Avenue location, “Uptown Girl” took on a literal meaning!
Leather goods like bags, shoes, and wallets were customized with embossing courtesy of Royce.
Patches too pedestrian? The Exclusively Yours event offered custom airbrushing on a variety of products, courtesy of the artists at Art of Your Mind.