This Is Not A Gift Shop.

Museum gift shops are pretty standard places. After passing through a stimulating, invigorating collection, you walk through a door and into a bland retail outlet. Emotions are immediately dissipated and purchasing intent diluted.

But not at the terrific Surreal Things exhibition at the Victoria & Albert Museum because, as you leave the exhibits, your senses are not allowed to wander.

You walk through a distorting-mirrored arch and immediately feel differently about the space you're entering. Yes, a space filled with postcards, posters, books and more, but also a space that continues the exhibition's dialogue and engages your interest. I doubt it cost much to do, but I guarantee it will pay for itself innumerable times over.

Salesteams refer to this as closing. Marketers should take note.