Museums Are Leading the Fashion?!

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1 Museums Are Leading the Fashion?! - Investigation into the New Style of Contemporary Museum Exhibitions Dr. Feng-Ying Ken & Dr. Shin-Chieh Tzeng Graduate Institute of Conservation of Cultural Relics and Museology, Tainan National University of the Arts, Taiwan

2 What kind of issues should museums emphasize? What type of contents should contemporary museums exhibit? Museum exhibitions vs. Fashion

3 Research Framework Introduction: Museums, the cultural symbol of contemporary society Fashion industry and museum exhibitions a happy marriage?? Fashion exhibitions: breakthrough and innovation! Conclusions: Leading the fashion or following the trend?

4 Introduction: Museums, the cultural symbol of contemporary society Museums are the magnetic of cultural life the primary purpose for visitors the attracting power for the public the symbol of modern society responsible for educating the public

5 Introduction: Museums, the cultural symbol of contemporary society New challenges decreasing resources increasing pressure of retaining visitors earning income attracting more visitors

6 Introduction: Museums, the cultural symbol of contemporary society Why fashion goes into museums? museums still as the cultural symbol the first choice for leisure or learning activities supply with credibility and public trustst

7 Introduction: Museums, the cultural symbol of contemporary society Fashion exhibitions make museums fashionable. =2&biw=1366&bih=623&source=lnms&tbm=isch&sa=X&ved=0ahUKEwi4hIad19rNAhXDuRQKHc1RBNAQ_AUIBigB&dpr=1#imgrc=vUTmD-ZUO0iHVM%3A

8 Introduction: Museums, the cultural symbol of contemporary society Conflicts of interests use the opportunity to do placement marketing encourage visitors to purchase their products a strategy of capitalism and commercialism

9 Fashion industry and museum exhibitions -a happy marriage? Before the 1990s museums rarely exhibited fashion, except their own collections regarded as the sacred & authoritative institutions to convey proper knowledge and aesthetics

10 Fashion industry and museum exhibitions -a happy marriage? Since the 1990s facing increasing competition rapid changing environment visitor-oriented moving from the elitism to populism to provide more visitor-friendly exhibitions

11 Fashion industry and museum exhibitions -a happy marriage? Since the 1990s chance for fashion industry to form collaboration to promote brands and product to attract more visitors

12 Fashion industry and museum exhibitions -a happy marriage? The early stage Frankfurt Museum of Modern Art a model wearing new Chanel fashions in 1998 Kunstmuseum Wolfsburg an exhibition of sketches of Wolfgang Joop with free samples of Joop! perfume and cosmetics in 1995

13 Fashion industry and museum exhibitions -a happy marriage? The Superstar: Giorgio Armani Exhibition designed by Robert Wilson organized by the Solomon R. Guggenheim Museum, New York on an international tour to Bilbao, Berlin, London, Rome, Tokyo and Las Vegas

14 Fashion industry and museum exhibitions -a happy marriage? Giorgio Armani Exhibition at the Royal Academy in London 2004 an atmosphere of theater like stage exhibited hundreds of his design outfit for visitors to admire

15 Fashion industry and museum exhibitions -a happy marriage? Giorgio Armani Exhibition 2004 lighting and metal strings - image of luxurious ethos with music and projected screen - a more relaxing feeling costumes well presented

16 Fashion industry and museum exhibitions -a happy marriage? Giorgio Armani Exhibition 2004 For visitors 1. Visitors tended to feel like walking into a huge film setting with real clothes so close 2. Enhancing visitor s understanding of how great a designer could be to create his own collections through different time and periods

17 Fashion industry and museum exhibitions -a happy marriage? Giorgio Armani Exhibition 2004 For museums 1. The effect is a mix of theatrical and exhibition skills wrapped in a high-end fashion surroundings 2. Curators and designers could benefit it learning new ideas and styles in shaping different exhibition outcomes

18 Fashion industry and museum exhibitions -a happy marriage? Giorgio Armani Exhibition 2004 For fashion industry 1. Gaining public attention 2. Promoting the brand 3. Raising awareness

19 Fashion industry and museum exhibitions -a happy marriage? The growth stage: 2000s Vivienne Westwood Alexander McQueen Jean-Paul Gaultier Versace Christian Dior Issey Miyake

20 Fashion industry and museum exhibitions -a happy marriage? The Follower: Vivienne Westwood: 36 Years in Fashion Exhibition organized by the Victoria and Albert Museum in London on an international tour to Canberra, Taipei, Tokyo, Shanghai, Dusseldorf, Bangkok and San Francisco

21 Fashion industry and museum exhibitions -a happy marriage? Vivienne Westwood: 36 Years in Fashion Exhibition focusing on the relationship between Vivienne Westwood and museums exhibiting 150 costumes reaching 6 venues and across 4 continents not the only fashion exhibitions of hers

22 Fashion industry and museum exhibitions -a happy marriage? Question: Is this a real happy marriage? Are museums the places to see fashion design or the temples for learning? If visitors want to know the latest fashion trend, why don t they just visit the flagship shops instead? How much can museums control the contents and the presentations of their exhibitions?

23 Fashion exhibitions: breakthrough and innovation! Trendy Services in the museum Fashion exhibitions are getting popular today Plenty of choices with unique themes The Work of Issey Miyake at the National Art Centre in Tokyo Undressed: A Brief History of Underwear at the V&A in London

24 Fashion exhibitions: breakthrough and innovation! What can be extracted from these highly popular exhibitions?

25 Fashion exhibitions: breakthrough and innovation! A Case Study Story of Memories of Cartier Creations Exhibition curated by Tokujin Yoshioka (outside the museum) organized by the Tokyo National Museum a collaboration with the Cartier

26 Fashion exhibitions: breakthrough and innovation! Story of Memories of Cartier Creations Exhibition April, to mark the 150 th anniversary of amity and commerce of the two countries.

27 Fashion exhibitions: breakthrough and innovation! Story of Memories of Cartier Creations Exhibition A breakthrough for having the fashion exhibition at a tradition museum - to adapt new skills and concepts - to incorporate new technology

28 Fashion exhibitions: breakthrough and innovation! Story of Memories of Cartier Creations Exhibition walls and panels were painted black to emphasize the material of jewelry long glass cases were proposed to create the transparent effects Visitors would be surprised to see projected images on both sides

29 Fashion exhibitions: breakthrough and innovation! Story of Memories of Cartier Creations Exhibition the curator arranged lighting and projected images to make visitors feel the sense of history and its craftsmanship to feel the beauty of each exhibited object The atmosphere of old and modern help to shape a intertwinning of time and space

30 Fashion exhibitions: breakthrough and innovation! Story of Memories of Cartier Creations Exhibition Another room was painted white with a huge projected image on the ceiling installed tall glass cabinets to highlight some jewelry to create a pure and precious value Visitors walked into this room would be attracted to the image on the ceiling and associate it to the objects in the glass cases

31 Fashion exhibitions: breakthrough and innovation! Story of Memories of Cartier Creations Exhibition The effect 1. encouraged curators to reflect on the visual effect in the exhibition space 2. It can be related to the popularity of installation in museums 3. It should be considered carefully, particularly in museums where the public come to see and learn

32 Fashion exhibitions: breakthrough and innovation! Museum curators should try to incorporate new ideas, subjects and technics into their exhibitions, in order to satisfy consumer s needs.

33 Conclusions: Leading the fashion or following the trend? Conclusion 1 Contemporary museums are following the trend of fashion at present - Reason 1: curators have fewer resources in-house - Reason 2: fashion industry has better supports

34 Conclusions: Leading the fashion or following the trend? Conclusion 2 A collaboration could make a huge difference to create visitor-friendly exhibitions - Reason 1: curators are good at research and shaping the contents - Reason 2: fashion industry has the access to latest technology, ideas and financial supports; with better knowledge of what visitors want and need

35 Conclusions: Leading the fashion or following the trend? With the assistance of fashion industry, museums are able to make exhibitions more relaxing, energetic, creative and engaging.

36 Conclusions: Leading the fashion or following the trend? The 21 st century is a century for experience, in which fashion exhibitions fit perfectly. Museums should develop a new route to fight with the competitions from outside. =2&biw=1366&bih=623&source=lnms&tbm=isch&sa=X&ved=0ahUKEwi4hIad19rNAhXDuRQKHc1RBNAQ_AUIBigB&dpr=1#imgrc=vUTmD-ZUO0iHVM%3A

37 Conclusions: Leading the fashion or following the trend? For museums - One solution is to bring in new issues and draw closer with the public - Another is to make exhibitions more popular and entertained. =2&biw=1366&bih=623&source=lnms&tbm=isch&sa=X&ved=0ahUKEwi4hIad19rNAhXDuRQKHc1RBNAQ_AUIBigB&dpr=1#imgrc=vUTmD-ZUO0iHVM%3A

38 Conclusions: Leading the fashion or following the trend? Fashion exhibitions represent both a breakthrough and an innovation. They will continue to be prosperous for the next decade and project new styles for future museums. =2&biw=1366&bih=623&source=lnms&tbm=isch&sa=X&ved=0ahUKEwi4hIad19rNAhXDuRQKHc1RBNAQ_AUIBigB&dpr=1#imgrc=vUTmD-ZUO0iHVM%3A

39 Thank you. (Dr. Feng-Ying Ken) (Dr. Shin-Chieh Tzeng)

40 The authors are grateful for the funding and sponsorship of the Ministry of Science and Technology, Taiwan.

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