“博物馆+”背景下的展览创新——关于博物馆与奢侈品牌合作展览的思考

Reflection on Collaborative Exhibition between Museum and Luxury Brand in the Context of "Museum+"

从以“物”为中心到以“人”为中心,博物馆发展呈现出与观众需求、社会资源深度融合的趋势。在多元与包容的文化背景下,牵手新技术与新业态的“博物馆+”模式成为推动博物馆行业创新发展、丰富公共文化服务的驱动力。在陈列展览方面,博物馆与时尚业态的跨界合作成为一个热点现象。越来越多的博物馆与奢侈品牌选择联合举办展览,从初期伴随着质疑的大胆探索到以文化为纽带的展览呈现,博物馆延伸出更多的文化供给形态。时尚业态的引入促进了博物馆传统展览模式的创新发展与固有形象的转变。在遵循以文化为导向,主题内容为先的原则下,博物馆与奢侈品牌的展览合作实现了双赢。二者的跨界融合建立起古典与时尚、历史与当下、文化与艺术的沟通桥梁,为公众带来更多元的文化体验。

From collection-centered to audience-centered, the transformation of museum has presented a trend of in-depth integration with audience demand and social resources. Under a diversified and inclusive cultural background, the "museum+" mode joining hands with new technology and industrial economy has become a significant approach to encourage innovation and propels the public cultural services. In the aspect of exhibition, the crossover cooperation between museum and fashion business has emerged as a hot phenomenon. As a provider of public culture service, museums are characterized by publicity, commonweal and serviceability. Exhibition is a part of its ambition to provide cultural services, imparting more scientific knowledge as well as cultural and artistic enjoyment to audiences. Similarly, exhibitions act as a pivotal role in brand building and cultural promotion as luxury brands crave recognition from cultural institutions and the public.More and more luxury brands choose to hold exhibitions in museums. On the one hand, this triggers controversy over museum’s identity: is it a public cultural space, or a commercial venue? On the other hand, it is noteworthy that the popularity of the luxury goods market reflects the public’s recognition of a certain brand value or lifestyle. Considering different cultural expressions and demands, museums need not decline resolutely the request of cooperating with luxury brands. However, they need to make clear that exhibitions must not be turned into a money-making machine. Serpentiform and Beyond boundaries-Catier and the Palace Museum craftsmanship and restoration exhibition held in 2019 interpret the contents from the perspectives of culture and art. Introduction of fashion industry advances the innovative development of the museum’s exhibition mode, and promote the transformation of its inherent image. Guided by the culture-oriented and content-centered principles, these attempts prove that the collaborative exhibition of museum and luxury brand realizes a win-win development. The cross-border integration of two industries combines classics with fashion, history with the present, culture with art. That is how the public are exposed to more diversified cultural experiences.