Tate looks to brands for wider appeal

The Tate Gallery has joined forces with a range of brands to promote the launch of Tate Modern and to encourage younger people.

The deals include one with the coffee bar chain Coffee Republic to sell a new coffee called “La’TATED” in special Tate cups nationwide. A Tate Beer has also been developed by restaurateur Oliver Peyton to sell in his outlets, which include Mash, Air and The Atlantic Bar and Grill.

Fashion designer Paul Smith has created the uniforms for Tate staff and tee-shirts, cufflinks and bags for sale in the Tate’s first store outside the galleries – at Selfridges.

The Tate intends to create brand partnerships to promote individual exhibitions, such as the upcoming New British Art show. Masterminding deals is General Assembly. Set up two years ago by former Habitat head of marketing Ben Weaver, the agency forges links between brands and the art world.

Tate director of communications Damian Whitmore explained: “We want to position the Tate as friendly and accessible and have picked brands to help reach a wider, younger market. We would like to work with Absolut vodka and anyone who can match our brand.”

The deals do not involve money changing hands. “The brands come up with the product and they share in the glory and prestige of the Tate,” says Whitmore.

Wolff Olins created the new Tate brand identity and TBWA GGT Simons Palmer is responsible for a press and poster campaign.

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