The Art of Shopping

Scarf by Barbara Hulanicki, exclusive to V&A

Sometimes there's nothing better than hoofing around town laden with shopping bags, tracking down a bargain and picking up a pretty nick nack. But for London galleries our penchant for hitting the shops is a vital part of keeping funds coming in to re-invest in the collections. And, crucially, profits made from the shops help keep admission prices down ( it's often free to see the permanent collections,making them open to everyone.) Last year V&A Enterprises made a profit of £4.6 million compared with £1 million from admissions, so it's easy to see how important that mock Byzantine brooch is. As the competition grows, galleries and museums have been commissioning ever more innovative products to tempt the gallery-goer, tourist and schoolchild. And that’s not to mention the book and print selections – all allowing us to own a piece of art, even if it’s a repro. Whatever your views on art being 'branded' on aprons and tea towels, who can deny that they don't enjoy a browse after an intellectually stimulating exhibition adventure? Beth Meade rummaged the aisles to see how four top London galleries deliver the goods.

Victoria and Albert Museum
The V&A have pioneered museum shopping and with each new exhibition a raft of weird and wonderful products appear. None stranger than those supporting the Surreal Things: Surrealism and Design exhibition. Here the museum has very cleverly transcended the boundaries between itself and the art it houses - it has become itself a surreal simulacrum of the exhibition. Genius.
Some of the jewellery is very bold- a lobster or moustache necklace anyone?  The V&A have very innovative products, taking the essence of each exhibition and creating kooky pieces to jump at, as well as stocking a few great pieces to tie in with the fashion collections.Some of these products are a bit pricey but if you’re looking for something unique and of quality this is where to come. Not so hot for books or prints, though.

Tate Modern
As Britain’s first truly modern gallery you’d expect the Tate Modern to provide us with everything we need to soak in its  collection. And they don't disappoint. The Tate does what it should by providing an absolutely brilliant book section, with every era, style and medium covered, great educational tools for all ages and a unique and superb slide selection.
The exhibition merchandise isn't quite as stimulating, but the silk ties at the recent Gilbert and George exhibition were beautiful.
The shops are all well laid out and staff are very pleasant. But, it is a bit of a jolt from the exhibition to the sudden exit into the merchandise.

National Gallery
If you adore Van Gogh and swoon over Monet’s Lily Pads, this is the place to get stocked up.
The National Gallery operates on a more traditional level and merchandise is good quality, up-market and tasteful.
Being a national instituation the goods quite rightly appeal to everyone, and there's something for all budgets.
The book collection is extensive and this is THE place to get a print, they have literally thousands to choose from.



Whitechapel Gallery
A small shop at the front of the gallery, this is a perfect destination for unusual, good quality art books at reasonable prices. The Artist’s notepads, at £9.95, have been designed by artists such as David Shrigley and Peter Blake and represent great value.
The most expensive items are actual works of art donated by Antony Gormley and Anish Kapoor which start at £2950. All the money goes to the gallery’s educational programme, which develops young talent. A conscience free spree –  perfect!

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