As many cultural retailers will know only too well, creating successful merchandise around challenging themes is a delicate balancing act between commercialism and sensitivity.
Artist and designer Rebecca Chitty works with cultural venues to develop products that bring a fresh, playful and thoughtful perspective to their collections. Here Rebecca tells us about a “surprisingly fun” product range she created for the Museum of London, and offers some top tips for tackling challenging themes.
It all started when I was approached by Rita Rooney, then Retail Buying and Merchandising Manager at the Museum of London, with a proposal. “We have a major exhibition coming up which you may be interested in,” says Rita, “Executions.”
My first response – “Er, ok! Yes, I am interested” – was swiftly followed by the thought, What on earth am I going to do?!
Executions opened at the Museum Of London Docklands in October 2022 and explored how public executions shaped Londoners’ lives. It showcased fascinating objects, paintings and artefacts that told the often tragic human stories behind this uncomfortable past.
The brief was very open at this point. Rita wanted to see what I’d come up with and I was given free rein. I did ask tentatively if there was any room for my trademark playful humour, and we agreed upon a sensitive approach with humour – edgy but not too edgy.
Inspiration soon came from the book that would accompany the exhibition- Executions: 700 years of Public Punishment in London – and my ideas started to flow. I also studied the exhibition design and the list of artworks and objects to be displayed to help me get a full idea of the stories to be told.
I presented 17 concepts to Rita and the Museum Director as mocked-up 2D product ranges. They expertly selected three concepts to develop further – a good balance of sensitive and playful approaches which would have high appeal to their customers. Rita, her team and I worked together to refine the products, creating a cohesive range for each concept.
Selected Concepts and Product Ranges
Bold Text
I picked out words and phrases from the book relating to prisoners, criminals and the crowds of people who congregated at public executions. Using a simple, bold style (to tie in with the exhibition graphics) and some trademark wordplay we created notebooks, badges, magnets, a pencil, eraser, keyrings, greetings cards – and a double sided tote bag, spotted being purchased at the museum by Sophie Ellis-Bextor and Emma Thompson!
Forget Me Not
This range was inspired by my favourite object – a 300 year old bedsheet embroidered with a love message in human hair by Anna Maria Radclyffe in memory of her husband Earl Of Derwentwater, who was executed for treason. Expressing a more sensitive approach, we chose tactile objects which spark memories – a cushion, notebook and wall hanging all made from velvet and featuring an embroidered font.
Crime and Nourishment – ‘Well Executed Gingerbread’
Thousands of people attended public executions and street food sellers capitalised on this. Hogarth’s engraving ‘The Idle ‘Prentice Executed at Tyburn’, displayed in the exhibition, shows a boy pickpocketing the gingerbread seller. The first image that came into my head was a gingerbread man biscuit with its head snapped off!
I made a lino-cut illustration of a gingerbread-man biscuit with a snapped-off head, adding the line, ‘Well Executed Gingerbread’. This is featured on a tea towel and across the packaging for ginger biscuits, ginger chocolates and ginger jam creating a cohesive range.
This range sparked several discussions. I loved the idea but there were concerns it was too edgy. Eventually, it was pushed for by the Museum Director who was willing to take the risk – and it paid off with the tea towel becoming the second best selling product!
All three ranges were very popular, with the Rebel & Rioter/Useful Member Of Society tote the bestseller, so we must have done something right!
In his launch speech, Museum Director Douglas Gilmore described the merchandise as “surprisingly fun” – and that was the key to its success. The products were playful and appealing without being offensive, capturing the essence of the exhibition whilst offering the customer some light relief. They told the stories in an accessible way without downplaying the importance of the subject matter. As well as a lasting memento of the exhibition, they’re also great conversation starters!
My top takeaway would be to trust your artist or designer when dealing with challenging themes. Offer an open brief initially and then communicate regularly throughout the process. Artists and designers specialise in thinking laterally and finding creative solutions to explore and present themes with a fresh perspective. And we’re very nice!
Our fascinating ‘Executions’ exhibition was undoubtedly a tricky theme for merchandise – but we were lucky enough to work with the talented Rebecca Chitty on some great ideas.
Rita Rooney, Retail Buying & Merchandising Manager, Museum of London
Discover the full range that I created for the Museum of London – and if your venue deals with challenging themes, do get in touch to see if I can help out with any future projects.
Find out more at Product of Your Environment and meet me in person at the Cultural Enterprises Trade Show.
