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Of malls and museums

发布时间:2019-06-11
 

Of malls and museums

FashionistasvisitingtheTodayArtMuseumthissummerhadtheopportunitytoforkout50RMBfortheprivilegeofviewing“WhenEleganceMeetsArt,”anexhibiti,theypainstakinglyposedfortheperfectshotwitharubypendant,poredoverdescriptionsofeachpiece’shistory,,marketforcesaredrivingluxurymallstouseartexhibittions,andunabletorelyonart-lovingphilanthropists,“rentalincome”formanymuseums,“Rui,”acontemporaryartprofessionalinBeijing,d,ratherthanmuseumstaff.“Essentially,brandswanttorentspacesininternationallyrecognizedmuseumsinordertoenhancetheirimages,”,deputyeditoroftheArtNewspaperChina,elaboratedonthebenefitsofthesepartnerships,explainingthatthey“improveandpromotethetoneandvoiceofthebrand,asordinarypeopleconsidermuseumsandgalleriestobedistinguished,intelligent,andeliteplaces.”However,,educatedconsumersbegantodisdaintheflashylabelsonwhichmanyEuropeandesignershadfocusedtheirmainlandmarketingstrategies,artmuseumscouldofferanobviousandeffortlessopp,Diorhostedits“MissDior”exhibitionatShanghai’sSculptureSpace;thenextyear,Guccihostedanavant-gardeexhibitionentitled“NoLonger/NotYet”attheShanghaiMinshengArtMuseum;andin2016,BottegaVenetahosted“ArtofCollaboration”:lastyearChineseelectronicscompanyXiaomisponsoredthe“FutureofToday”,suggestsXie,isthat“,makingitextremelyeasytodoaprofitableexhibition.”’sartmarketisalreadysaidtobethesecondlargestintheworld,,QiBaishi’sTwelveLandscapeScreens(1925)joinedthe“100millionclub”,:Artprice’slistofthe“Top50livingartistsatauction”’doors,man’,themallisstockedwith500piecesfromhispersonalcollection,includingwhat’sadvertisedasthe“largestcollectionofSalvadorDalioutsideofBarcelona.”Installationsincludingagiantsharkasts,,,theK11MallinShanghaihostedthefirst-everexhibitionofMonetpaintingsinChina.(K11alsooperates“artmalls”inGuangzhou,Wuhan,Shenyang,andHongKong.)“TheK11mallsarefollowingtheplaybookofEuropeanmuseums,”saysRui.“Theyhavenopermanentcollection,but,eventhoughK11isamall,theyactlikeamuseumbyprovidingaccesstohigh-qualityart.”ThelinebetweenartandluxuryhasbecomeincreasinglydifficulttodetectinChina—anditsstate-runmuseumsaren’,Beijing’sNationalMuseumofChinaatTiananmenSquarereopenedin2011withtwocommercialexhibitions:“Voyages,”dedicatedtotheevolutionofLouisVuitton,wasfollowedbyBvlgari’s“125YearsofItalianMagnificence”,LVcharged30RMBforviewing“Voyages,”adecisioncriticizedbyPeople’sDailyforbeing“toocommercial.”TheironyofChinesevisitorspayingtoperuseLVbagsatanewlyunveiledsymbolofnationalistpride—thecenterpieceofwhichwasadisplayofpropagandaentitled“RoadtoRejuvenation”—,,thebrand’snamewasremovedfromthetitle,,Xienotesthatmanystate-runmuseumsnowpresentjewelryorfashionexhibitionsonayearlybasis,citingthe2017ChaumetexhibitionatattheForbiddenCity’sPalaceMuseum.“Whenpeopleflocktoadmiretherarejewelrymasterpieces,theyaremorelikelytovisitsomeoftheotherlesspopularshowsatotherexhibitionshallsinthemuseum,”,itpromptsthequestion:CancommercializedluxurybrandsandChina’snascentartmarketcoexistinasymbioticrelationship,orwillthisrelationshipofconvenienceultimatelybedetrimentaltothefutureofartinChinaXieisoptimisticaboutthefutureoftheartmalls,arguingthatitisabusinessmodelthatmakessense,as“artexhibitionsandpublicartinstallationsbringinmoremallvisitorsandthereforeincreaseconsumption.”However,shenotesthatonemajorchallengeisthelackofarteducationinChina:“Aslongastheexhibitionis‘Instagram-able,’peoplewillloveit—andifitiseasytounderstand,thenitisablockbuster!”“OfMallsandMuseums”isastoryfromourissue,“”.Toreadtheentireissue,,。

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