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Museum Brands. Heterotopic Crossovers.
Transcript of Museum Brands. Heterotopic Crossovers.
arch. Anda-Ioana Sfintes
MUSEUMS BETWEEN LOCAL AND GLOBAL from displaying "the other" as exotic to negotiating authority, identity, authenticity and acceptance promotion of culture and symbols at an international level Architecture becomes as well a form through which local and global forces are being disputed and negotiated. Ordos Museum The museum architecture is a reaction against the systematic plan of the city, which showed no consideration for the residents. integrate the new building into the surroundings through form and finishing an expression of local history and tradition inside vs. outside
urban, discrepant reality vs. timeless reality THE PRIMARY IMPORTANCE OF VISITORS AND THE ESTABLISHMENT OF MUSEUM BRANDS Museum brands are value brands measured in name awareness, perceived quality, associations and visitor satisfaction. MUSEUM CROSSOVERS MUSEUM CROSSOVERS museums meet their potential visitors and their needs halfway
address to a wider public
perform social work
the weak economy
the blurring of high/low culture differences
the rediscovery of localism (eventually as a reaction against globalism) Why do museums go beyond their walls? Crossing over the physical boundary
Museums on the streets Museums on the streets
Branching inside and outside borders
Travelling collections and museums
Virtual space museums
Immigrant Community Museums
In between museums and street: spatial thresholds as pretences for organizing cultural events which question the solitary, formal and official character of the institution. Pompidou Centre an invitation to improvisations which blurs the differences between high and low culture and dissolves the clear inside/outside distinction The Riverside Museum a stronger interrelationship between the museum and the community Beyond the walls – Satellites engaging in various activities, not necessarily interconnected with the main exhibition
activities which are not exclusively addressed to the visitors
placing representative satellite buildings which mark their affiliation The Wall [Væggen] connection between past-present-future
interactively illustrate the urban transformations
facilitate communication and encourage interaction and sharing of information
shifting the interest on public participation in accumulating knowledge
discovering the consequences of the past Branching inside and outside borders cutting short the process of making a name and a brand
assuring the communities involved of the interest the institution pays to get closer to their needs Tate (Britain, Modern, Liverpool, St Ives) Guggenheim (New York, Venice, Bilbao, Abu Dhabi) + closed (Berlin, Las Vegas) Tate Guggenheim Travelling collections and museums The Nomadic Museum This nomadic museum exceeded boundaries and borders. It had a high social, international and trans-cultural importance, emphasized by its placement in public places. Virtual space museums The blurring of the boundaries between
leisure / education / consumption
transforms the museum websites into places of
(re)presentation / information / exhibition / marketing / kindling.
Museums of the border crossovers
Immigrant Community Museums For immigrant communities the museum space becomes helpful in the process of accommodation to a new society and, in the same time, a keeper of the native values.
It gives them the opportunity to assert their own authority, to socialize and manifest solidarity. IN CONCLUSION The position of the museums between the dualities discussed earlier (continuity/discontinuity, uniqueness/universality, inclusion/exclusion etc.) needs to be continuously negotiated and reasserted. Understanding that, we must also ask ourselves what happens with the fixed built environment in the face of these changing positions.
Architecture should mediate these tensions and disclose the position of the institution. It is not easy to create equilibrium between all the factors involved, but the actual question is rather:
What aspects, taken from the museum aims and purposes, should prevail?
Thank you for your attention! Sources: http://www.dezeen.com/2011/12/13/ordos-museum-by-mad/ Sources: www.flickr.com/photos/victortsu/5565715660/sizes/o/in/photostream/
Sources: http://www.museumsandtheweb.com/mw2011/papers/taking_the_museum_to_the_streets Sources: http://commons.wikimedia.org/wiki/File:Tate_Britain_(5822081512)_(2).jpg