建筑在博物馆品牌重建中的作用研究——以纽约新当代艺术博物馆为例

THE ROLE OF ARCHITECTURE IN MUSEUM REBRANDING: TAKING NEW MUSEUM OF CONTEMPORARY ART NEW YORK AS AN EXAMPLE

重建品牌形象是当前老博物馆发展和更新的重要目标。2007年底,由著名建筑师妹岛和世设计的纽约新当代艺术博物馆开幕了,新博物馆取得了巨大的成功,获得了建筑和品牌的"双赢"。文章以此为例,分析了新馆建筑对提升参观体验和机构形象的重要作用,研究了建筑为博物馆争取社会关注和资金支持的方式,最终说明了建筑在博物馆品牌营销中的多重角色和重要意义。文章在结尾进一步提出,建筑师应该以开放的态度、专业的精神,批判性地展开合作并创造性地进行设计。

Branding a new image is an essential goal for most museums in renovation. New Museum of Contemporary Art opened its new home designed by famous Kazuyo Sejima to public at the end of 2007. The museum achieved a big success, awarded in architecture as well as brand marketing. The paper analyses the new building＇s effect on refining visiting experience and rebuilding institution＇s image. It also finds out how building helps the museum to attract more attention and gain more support. The paper concludes that role of the architecture in branding is multifold and significant. In the end, museum-architects are suggested to be professional but open, they are also expected to be critical towards cooperation while innovative in design.