This summer, the world's top "big yellow duck" brought its friends to Beijing and held a "carnival party".
In the "Celebrate!" exhibition being held at the Today Art Museum in Beijing, the Dutch artist Florentine Hoffmann brought more than 25 new works - a group of giant animals of size XXXXL, attracting visitors to the exhibition Keep taking pictures.
"This may be one of the cutest new exhibitions in Beijing in August. Every animal is so cute that I want to hug it." The post-90s Lin Zi likes to visit various art exhibitions and stumbles upon "Celebrate!" "After the exhibition, I invited friends to watch the exhibition and took a group of beautiful photos.
She said: "Taking photos is my hobby. The offline art exhibition brings us the joy of 'gathering', and I will share this joy with more people on social platforms."
Young people's "exhibition-style socializing" has recently become a hot word on the Internet.
With the gradual easing of the national epidemic, the "fireworks" in the city has recovered, and the long-lost "artistic atmosphere" has also returned.
According to data released on August 18 by the Propaganda Department of the Central Committee of the Communist Party of China on the theme of the "China Decade" series of press conferences, in 2021, museums across the country will hold 36,000 exhibitions and receive nearly 800 million visitors, of which teenagers are the main crowd.
The art exhibition industry is gradually recovering, and with the popularity of "exhibition-style socializing", new development opportunities are ushered in.
According to data from Tianyancha, as of now, there are more than 4.457 million exhibition-related enterprises in my country, of which more than 561,000 newly registered enterprises will be registered from January to July 2022.
There are more than 24,000 enterprises related to art exhibitions in my country; among them, 1,037 newly registered enterprises will be registered from January to July 2022.
"Exhibition-style socializing" has become a new way of life
Lin Zi often shares his experience of viewing exhibitions on social platforms, not only beautiful pictures, but also basic information, highlights and photo tips of the art exhibition.
She told a reporter from China Youth Daily and China Youth Daily: "Before each sharing, I will do my homework and answer questions from netizens in the comment area. For me, this has become the most interesting thing after work. ."
Zheng Ruijia, a post-90s Chongqing girl who calls herself an "avid museum lover", completed a small life goal ahead of schedule in November last year: "Visit 100 museums before the age of 40" - this wish was even before the age of 30 It's finished!
"Visiting the museum will make me feel at peace. Many collections reflect the culture I like, and I feel like I am enveloped in love." Zheng Ruijia told the China Youth Daily and China Youth Daily reporter that every time I go to the museum, I can encounter Many enthusiasts and volunteer guides with rich knowledge, "Everyone will add WeChat and ask to go shopping together next time. Together with like-minded people, the joy will be doubled. Now more and more young people are watching the exhibition, which can be regarded as an option. There are social activities that many people participate in, and of course there is also love from the heart.”
"I have never felt that viewing exhibitions is a very small thing, it is a part of our life."
Cao Xiaofeng, who works in Shenzhen, once tried to use exhibitions instead of traditional meals and movies during blind dates. She said: "When making new friends or going on a blind date, I will pay more attention to whether the two parties have common interests and hobbies. My social The circle has reached a consensus on using exhibitions instead of eating and shopping."
Several industry insiders said in an interview that young people are willing to put down their mobile phones, go offline to appreciate works up close, and discuss aesthetics with friends face-to-face. new way.
In addition to museums, Zheng Ruijia will also go to some art exhibitions. In her opinion, it is because of the attention and dissemination of young people, "the museums that were quiet a few years ago have become very lively, and there are also more excellent special exhibitions. ".
Immersive interactive experience has become a new topic in the exhibition industry
Artificial intelligence, interactive light and shadow, virtual reality technology... More and more technological elements have been introduced into art exhibitions in recent years.
In some art exhibitions, people can not only immerse and interact with the exhibition, but also buy related art derivatives and cultural and creative products to bring culture and art home.
The special exhibition "Eternal Mucha - The Magic of Lines" currently being held at the Beijing Guardian Art Center has added elements such as flowers, lines, and stars in the works of Czech national treasure artist Alphonse Mucha into visual effects, scene creation and exhibition. Chen is designing.
"In the era of mobile Internet, people have access to information more quickly and extensively. When artworks and audiences are in the same space, how to create an incomparable online experience is the most important proposition and the challenge we face. "Eternal Mucha" exhibition project leader Zhang Dan said, "As for the exhibition design, every detail is derived from the elements in Mucha's works, so that the audience can achieve a truly immersive viewing effect, which should be the content of the exhibition. Instead of simply adding multimedia interactions such as sound and light, for example, the curvilinear corridor at the entrance and exit of the exhibition hall is composed of the classic line elements in Mucha’s works.”
In the passage leading to the work area of Mucha's peak period, the dome is designed with flowers in Mucha's works as elements. Every step of the audience will be accompanied by birdsong and bright lights.
"We hope to show the charm of art in a way that young people like, and let them come to the exhibition hall. Only in this way can the output of the core content of the exhibition be possible, and the functions of art sharing and art education can also be realized." Zhang Dan said.
With the increase in the number of exhibitions across the country, the competition in the exhibition industry has become increasingly fierce. Although "Internet celebrity" exhibitions are easy to win audiences, how to attract people to academic exhibitions is also a problem that curators are thinking about.
Peng Xiaoying, general manager of Xiamen Powerlong Art Center, told reporters that since the opening of the museum for three years, they have been exploring how to create a wider attraction and let the audience walk through the museum.
Peng Xiaoying said: "We will launch some 'net celebrity' exhibitions that are in line with the aesthetics of popular art, such as the recent childlike 'Xiao Tingting IP Art Exhibition', which is fun, beautiful and easy to take pictures, which is convenient for social platform dissemination and attracts people's attention. More people will come to the exhibition. For highly academic exhibitions, we need to use a more open perspective to curate the exhibition. Technology will help advanced art 'go down', and many traditional artists are also willing to open up and innovate." At the end of last year, Xiamen Powerlong Art Center designed and launched the first large-scale digital ink and wash interactive installation at the solo exhibition of fine brushwork artist Chen Xiangbo, which became one of the most popular "check-in points" during the exhibition.
"Using the sling and the projection form, a flowing ink painting is created. When the audience walks into a specific area, the movement trajectory will change the ink painting shape on the canvas in real time. This interesting interaction brings young people closer to traditional culture. One point. By taking pictures and punching in, they will stay in the exhibition hall for a longer time, and then spread the traditional culture through social platforms, attracting more people to come and watch." Peng Xiaoying said.
What kind of sparks will the collision of traditional culture and fashion elements spark?
The "Jinling Map Digital Art Exhibition" launched by Nanjing Deji Art Museum at the end of last year has attracted the attention of young people since its launch.
By connecting the "Jinling Map" on the huge screen through the bracelet device, the audience can "enter the painting" in the prosperous Jinling market as a virtual image, communicate and interact intimately with the "people in the painting", and can also play in the sky of "Jinling". A fireworks.
"Having a dialogue between ancient people and contemporary people, no matter from the social level or the multimedia technology level, is a way of presentation that fits each other." Jin Yi, founder of Philo Art Cultural Communication Studio, also observed that he used to communicate as an industry or only exists in art. The exhibitions in the circle have already "broken the circle" to the public. "Seven or eight years ago, when private art museums in various places were just starting, they were more concerned about how to do a good job in cultural content. Now, how to self-create and continue to operate effectively , is an important issue to be considered, the exhibition should have enough public influence, and it should affect more people, instead of 'entertaining oneself' in the small circle of the industry."
It is precisely because of such market demand that Jinyi established a studio in 2018 to provide art content dissemination and promotion and marketing consulting services.
When art approaches the public, it is necessary to explore the connotation behind it
Not long ago, "Life Magician - French Picture Book Master Sergi Broche Art Exhibition" sponsored by Guangxi Normal University Press and undertaken by Guilin Magic Elephant Culture Communication Co., Ltd. has become a popular local phenomenon in Guilin, Guangxi. In just one week, more than 5,000 people visited the exhibition and punched in.
Serge Broche has always been the darling of various international brands for his simple and humorous line art.
Zheng Qianwen, curator of the exhibition, said: "It is not enough to fill the exhibition space of more than 1,000 square meters with 24 original paintings and original books of Serge Broche. I simply make a copy of the past exhibition materials, and I hope to use the published Sergei picture book of the Magic Elephant to curate a new exhibition.”
Zheng Qianwen made the exhibition hall into "Seji's home, the life magician" through the refinement and secondary design of Seji's picture books, and also planned and designed 17 exhibition areas such as living room, bedroom, study, kitchen, home theater, etc. "The bathroom has become the check-in point of the long queue for this exhibition. It is also because we have created a full hand-painted wall in the style of Sergi's graffiti extending from the floor to the ceiling, plus the shower curtains, bath towels, bathtubs, Mirrors and other objects are used to create the atmosphere, allowing the audience to immersely experience the artist's line magic. Entering the game room, the audience can also interact with the MR.chip images throughout the exhibition through mobile phone software."
Zheng Qianwen was pleasantly surprised to find that there were parents and families, fashionable young people, and even middle-aged groups who came to the exhibition. The cultural story and the concept of 'life magician' have been fully understood by everyone. Sergey Broche has a magic wand called 'brush', he uses his artistic creation to light up life, we also hope that through the exhibition Let more people light up their lives."
With the rapid development of science and technology and the continuous upgrading of cultural tourism consumption, whether it is new technology, new creativity or new interactive methods, art has entered the public life and become a new fashion trend.
But at the same time, a number of interviewed industry insiders said that while using a series of new methods to attract public attention, they did not ignore the polishing and refining of the exhibition content, "The core of immersive exhibitions still needs to be explained. The cultural story of the exhibition, I also hope that the audience can realize the connotation of the exhibition while taking pictures and punching in the card.”
With the same theme, the Serge Brosch Art Exhibition at Xiamen Powerlong Art Center was titled "Hold, Don't Laugh".
Peng Xiaoying said that in order to let the visitors understand the fun of lines and stimulate their creativity, they also specially launched the "Line Workshop", "Let visitors, especially children, create their own works with wool threads, which can be done in the way of lines. Painting can also be done by pasting. In short, you can continue to extend your creations in all creative ways people can think of. We will also feed back your creations to the artists, and children who are favored by the artists will get a year of free viewing of the exhibition rights and interests".
"Art is beautiful. It allows us to better discover ourselves, respect others, and explore the new world." As one of the organizers of the "Celebrate!" exhibition, Wang Jiayi, president of the R+Production Art and Culture Think Tank, told China Youth A reporter from China Youth Daily said, "The reason why the theme is "Happy Gathering" is that under the background of the post-epidemic era, the artist especially hopes that people can regain simplicity and pure happiness in the celebration and gathering."
To this end, Hoffman also specially created a "birthday tiger" made of 2 million latex balloons for the exhibition.
Wang Jiayi said: "The artist uses familiar everyday animals to make the audience feel childlike romance and innocence, and then convey positive spirit and strength. This is also the unique charm of art."
Since last year, Jin Yi has also paid special attention to the phenomenon of young people visiting the exhibition to take pictures and punch cards, but she has a concern about it, "Many people who visit stores and bloggers on social platforms attract more and more people. It is a new way of viewing exhibitions only as taking pictures, which to a certain extent disturbs the people who are actually viewing exhibitions in art museums.”
As an exhibition visitor, Cao Xiaofeng also has his own concerns. Compared with the historical and cultural exhibitions that he often goes to, the quality of some modern and contemporary art exhibitions is mixed, "Some exhibitions have no substantive content, and the lighting and scenery are more of a network. The red dot attracts everyone to come and take pictures."
When providing communication plans for some art exhibitions and professional exhibitions, Jin Yi will also make suggestions, "First reflect the professionalism and academic nature of the exhibition content, and then consider a wider range of communication. For visitors, experience The content of the exhibition is the core and most important part of the exhibition, not simply coming to take pictures and punch in. However, how to guide people to pay more attention to the exhibition content on social platforms also takes time.”
(Intern Wang Jingyu also contributed to this article)
China Youth Daily, China Youth Daily reporter Meng Peipei Source: China Youth Daily