Modern brands are moving beyond traditional advertising and transactional models to create ecosystems that encourage interaction, education and community building.
Miu Miu Literary Club
“Brands as Libraries” proposes that brands should think like cultural institutions in order to deepen their connection to the public – and create their own. Often lofty and frequently loved, these cultural institutions offer a new approach for how brands can interact with their audiences: by stepping back, providing space and facilitating the culture that built them.
This seed comes from noticing that more and more brands are taking ideas from cultural institutions, knowingly or otherwise, and specifically from libraries.
