Design Museum

Design Museum

The Design Museum consisted of two floors for exhibits. The first floor contained the theme of sports design and the second contained designs created in partnership with Swarovski. Swarovski, for those who are not aware, is in the market of selling fine crystals. Having a whole floor devoted to the Swarovski brand and using their crystals to make up the designs is a great marketing technique. Their partnership with the Design Museum will certainly help with their brand exposure. Because Swarovski is associated with luxury, as they sell crystals, they are able to increase their brand equity. In all the designed displayed at the museum, Swarovski crystals were used and the displays were absolutely beautiful. All of the exhibits were out of the ordinary, however they were interesting to look at. This is one of the advantages that Swarovski has on the consumer because being at the exhibit means that you spend a lot of time looking at their product. Although most of the designs were not practical for normal, everyday, uses, I could not help but think of how I would want to purchase Swarovski crystals as a gift to my mother. The designs help to spur awareness of how beautiful Swarovski crystals are and inhibit desire and therefore sales. This is all part of the hierarchy of effects in promoting a product. Swarovski built awareness of their product by creating and supplying their crystals for the exhibition. Interest was spurred by sponsoring and displaying a whole floor full of exhibits dedicated to the Swarovski brand. Desire was created by the beauty their crystals gave each exhibit. Lastly, Swarovski hopes to generate sales by influencing onlookers to be attracted to their product enough to go out and purchase Swarovski merchandise.