For Challenge 6, we posited the hypothesis that students at Harvard are more likely to attend an art event if the subject matter of that event if temporally relevant to them, in other words, if they saw art as relevant to their lives and the events happening within them. To an extent, our data supported this hypothesis. However, people didn’t necessarily want new mediums (aka fashion inspired by art); they still had a certain reverence for place and medium that made us wonder how to attract people to new events. We decided the best way to attract people to high art events would be to tailor events to their personal fashion tastes.
How do we discover people’s personal tastes? With an algorithmic “style quiz” based on music and art alike. We attributed looks with a preference for certain artists (for instance, grunge looks and Robert Rauschenberg).
With this unique concept of tailoring both clothes and events to people’s aesthetic tastes, Tailor-Made was born.
Logistically, the style quiz shows consumers a variety of paintings and music clips over a series of screens, and consumers choose their preferences. Then, an algorithm produces a unique wardrobe based on the individual’s preferences. From these selections, at checkout, events that the consumer otherwise wouldn’t have seen are suggested to the consumer (although they can also be accessed standalone from the navigation bar), and for a discount.
This all works in an attempt to increase the attendance of high art events (including museum exhibitions and concert halls) by capitalizing on the moment where consumers have the highest motivation, following BJ Fogg’s model. This concept is unique and can extend the reach of local arts events to new people.
