"The audience watched the video with a look of surprise that is hard to see in a normal video exhibition." An industry insider regrets.

Nowadays, more and more commercial brands hold art exhibitions in art galleries, and the popularity of the exhibitions is not low. Although some visitors are willing to pay for these exhibitions, it is worth discussing whether the gallery, as an art hall, should provide space for these exhibitions. Can these commercial brand exhibitions bring positive benefits to art galleries and museums? Do art galleries and museums lower their prices by doing brand exhibitions?

Both the brand and the gallery have interests

Brands that were supposed to appear in shopping malls have recently been popping up in art galleries and museums. On September 23, Shanghai fosun art center will hold "craftsmanship fine art -- tiffany 180 years of innovative art and rare diamonds exhibition", exhibiting more than 300 pieces of jewelry. Because this brand is famous film star Audrey Hepburn 1961 film "breakfast at tiffany" in the important scene, the exhibition also specially set up with the film of the same name exhibition area, exhibited Hepburn handwriting notes script, and film behind-the-scenes tidbit.

This is not the first time that the museum has cooperated with a commercial brand. In the past, it has held a series of exhibitions including culture chanel, van cleef & arpels, the inheritance of beauty, and the spirit of dior. The Shanghai museum of contemporary art has hosted exhibitions of Cartier, hermes and other brands. The Palace Museum also held beyond the bounds: Cartier · Palace Museum craft and restoration, and earlier in 2009, the museum held an exhibition of treasures of the brand. In addition to exhibitions, there are also galleries that rent space to brands for in-house events or fashion shows.

Art exhibitions by brands have become as necessary a way for stars to enhance their style as they are for fashion weeks. "The brand is very willing to cooperate with the art museum. Once they enter the art museum, the tone of the brand will be improved." Jin yi, founder of PhiloArt cultural communication studio, believes that the brand's entry into the art gallery is based on its added value of culture and art.

Fu jun, deputy director of the art museum of Shanghai academy of oil painting and sculpture, believes that both the brand and the museum have interests. As a non-profit organization, art museums need to solve the problem of survival. Especially for private art museums without real estate support, it is difficult to make a profit or loss by selling tickets. There is nothing wrong with charging fees for renting space to support the development of art museums. On the other hand, only art galleries with a certain degree of influence and reputation will have a first-tier brand to cooperate with. "If the exhibition can achieve a good reputation, it's a win-win situation for the gallery and the brand."

However, the way galleries and brands work together is worth exploring. Jin yi introduced that there are relatively mature sponsorship laws and regulations in foreign countries, and brands can obtain tax relief by sponsoring art museums. Many brands are willing to support the development of art museums. But at home, this aspect is relatively vague.

Museums are responsible for their own image

The brand exhibition usually has the star platform, plus some brands' own "bring goods" ability, such exhibition has no shortage of audience. Previously, the exhibition "the spirit of dior" of the museum of contemporary art, Shanghai, set a record of 220,000 visitors in two months, and the gucci exhibition "already/yet" held in Shanghai minzhong modern art museum also had a refresh circle of friends. These exhibitions, from exhibition mode to transmission mode, have inspired the later "web celebrity" art exhibition, and also triggered the industry's thinking on the exhibition form of art galleries.

"Brand influence can really appeal to a lot of young people." Jin yi believes that brand exhibitions usually have a good visiting experience, which is conducive to public acceptance in the way of exhibition and even queuing experience has a special design. For example, in a brand exhibition at the west coast art center not long ago, the staff constantly guided the team to different places, and distributed small gifts in the middle, so that the audience could walk, see and receive gifts all the time, and even didn't realize that they had waited so long.

Fu jun believes that international brands invest more in the exhibition fund, and they are very fascient about the design and production of the exhibition, as well as the psychological needs of the audience.

After visiting the exhibition of flight, navigation and travel, a museum staff member expressed his appreciation for the way it was displayed. "Exhibitions that are popular don't need to be tiring. Many of the museum's previous exhibitions were mostly 'held' and were not intrinsically a good experience." There is a certain amount of exhibition content, plus a good experience setting, which is why many brand shows can become web celebrity exhibitions. To cater to the audience from experience is to put the audience in the perspective of "consumers".

However, jin yi also pointed out that "the presentation format can take into account audience demand, but the content should be guided from the cultural level, not just the output of brand value." Jin yi believes that the art museum should have its own mission and vision. "As an advanced institution, the main task of an art museum is to guide the audience to improve their art, and such guidance should be long-term."

Sun wenqian, executive director of the museum of contemporary art, said that more and more brands are doing art crossover, but the academic sorting behind exhibitions and how to tell stories are all professional subjects that need a long time to learn. In the future, there will be a great demand for fashion curators, and China still lacks relevant talents.

Fu jun believes that the brand exhibition displayed in the gallery space should be different from the commercial space. Art museums should use their planning skills to make exhibitions more suitable for art museums. "art museums should be responsible for their own image."