The Cultivist, the world’s only global arts club offering uniquely privileged access to every aspect of the art world launched this month with a membership pack created by Construct. Each membership pack is customised for every individual member reflecting the highly personal services this by invitation only private club provides
The Cultivist was founded by Daisy Peat and Marlies Verhoeven based in London and New York respectively. Verhoeven and Peat met at Sothebys where Verhoeven spent eight years as Vice President and Global Director of Loyalty Marketing and Peat was European Head of VIP Client Loyalty.
The Cultivist makes members journeys through art effortless and enriching. With a single card, they glide through museums, galleries and art fairs worldwide: no tickets, no bookings, no complications.
Construct created the membership communications and packaging with particular emphasis on curation of unusual materials and formats. A fluid metallic effect is created using super thin aluminium sheet for the membership introduction letter. The membership booklet is finished in soft touch laminate, the emphasis on tactility and textural contrast illustrating the concept of engaging the senses and challenging expectations. Formats are also unexpected the loose leaf multi-size brochure juxtaposes page sizes revealing and concealing evolving content reflecting the concept of discovery.