当博物馆遇到奢侈品——馆牌合作的模式、争论与根源之刍议

When Museums Encounter Luxury Goods: The Mode, Argument and Origin of Museum Brand Cooperation

博物馆历来被视为人类文明的最高境界,记录着这个时代里最能代表真实和权威的证据。但越来越多的奢侈品牌执意于塑造高于商品使用价值之外的艺术价值,纷纷进入博物馆营销时代。纵观国内外,各类博物馆甚至包括历史类博物馆,已然成为奢侈品营销战略里的一环,由此引发争议。在这场馆牌合作的演出里,双方扮演着什么样的角色?为人诟病的原因何在?如何在一个开放的时代里,实现公益性文化机构与商业性奢侈品牌之间的互利双赢?这些正是本文试图探讨的问题所在。

As the ultimate standard of civilization, museum represents the authenticity and authority in the era of reproduction. However, more and more museums, even world-class historical museums have been involved into marketing strategy by luxury brands with the aim of attaching higher value to their products. This kind of "Museum Marketing" has aroused widely arguments. In order to find a way to accomplish the harmony among art, history and commerce and achieve the win-win between public culture organization and commercial institution, this article lists the typical example of cooperation between museum and luxury brands, while discussing the conflicts that might force museum to cede its mission.