Ron Pompei Can´t Be Obvious

23/07/2009 21h48

By ToF Consultoria

"Pompei’s work for Anthropologie’s stores has become a reference. In the world of management, it has been recognized as a genius’ marketing deed: a proof that commerce can go pretty well without advertising. His ideas have contributed to Anthropologie’s sales growth of 40% in the last five years, in what has been, in many ways, a harsh time for retail.

Pompei is an architect, a designer, an artist with a very peculiar intent in mind: create environments that provide transformational experiences. This means that his business is culture...

...When interviewed about his outstanding design conception, Pompei shows a trend vision: he understands that people evaluate themselves and others mostly based on “what they have”, “what they do” or “who they are”. The mainstream, he says, focuses on “what they have”. Recently, though, “what they do” has become more important. Yet, Pompei realized he could anticipate one more step, if he let people deal with “who they are”...

...He’s found a way to touch people’s identity using objects and environment – so would say Jorge Forbes, psychoanalyst – by means of dealing with his own identity, and this is not obvious at all...

... Community, as he promotes it, is based on more than social identity of activities; it is based on the experiences people go through as they are exposed to someone else’s ideas and inventions, somewhat like the experience of art itself. Ron Pompei has cultural influence. He can reach people’s affection and attract them intellectually: he’s not calling them together because of what they already have or do in common, but because of what they have of singular...

...From this point of view, Pompei’s work is more than a great marketing maneuver, it’s brilliant for its ethics. It’s more than the proof of existence of sales without advertising; it’s the proof that when we search for a more diversified kind of human contact, we shall have much more contact and richer, more interesting, more efficient, more profitable kinds of businesses".

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