Curation as 21st Century Creativity

“Beyond simple empathy for consumers’ attention spans, there are wider cultural shifts that took curation from the art world and made it part of our everyday consumption. Curation shifts attention from products to the curatorial point of view, which is infinitely more valuable. This flips the script of brand strategy from product benefits to the story, and makes it imperative for brands to think like curators.”

Ana Andjelic ( Highsnobiety )