Named after biologist Charles Darwin, the work "Darwin, 2019" expresses the "evolution" of living things in the combination of three shapes (triangle, circle, square).
Square sculpture "Excited Childhood" by Lu Zengkang
A few days ago, in Edinburgh, England, the "Van Gogh Reproduction" immersive light and film festival media preview opened. It is an immersive multi-sensory art experience that combines the high-definition projection of Van Gogh's paintings with digital surround sound and the aroma of Provence, giving people a comprehensive enjoyment of sight, hearing and smell. The project has traveled to dozens of cities in many countries, and it was also met with the audience in Beijing at the end of last year and the beginning of this year. Different from the way many people are accustomed to appreciating works of art in professional art institutions, the "Van Gogh Reproduction" exhibition seems to represent a new trend of art display, that is, to show the public through three-dimensional, open urban space, which is more like a "chance encounter" and "street photography" style of art presentation and appreciation, which is in the ascendant.
A "new space" that is different from the traditional public cultural space
People who pass by Taikoo Hui in Guangzhou every day are attracted by the sculpture "Darwin, 2019" composed of red and blue on the West Square, composed of basic red and blue colors, and simple geometric lines, and stop to take a few photos; many more, they hurriedly walk by the side. Over the past two years, the work, unveiled by renowned British artist Philip King at the age of 85, seems to have become a naturally integrated landscape in Guangzhou's urban space, part of people's daily lives and work.
Darwin, 2019 is the first work introduced by The Guangzhou Taikoo Hui's "Yanyi Time and Space" art project. Named after the biologist and evolutionary pioneer Charles Darwin, the work alludes to the concepts of "transformation" and "evolution" in the combined relationship of three shapes (triangle, circle, square).
According to the relevant responsible persons, since its launch in July 2019, the "Yanyi Time and Space" art project aims to create a new artistic and humanistic space for consumers and cities, through the equal dialogue and exchange between people and artworks, pry the burst and integration of thinking inspiration, and continue to promote the common development of individuals and cities in a harmonious and benign relationship.
So in this project, we can see the "fish lamp" specially customized by the famous deconstructivist architect Frank Gehry, winner of the Pritzker Architecture Prize, for Taikoo Hui; we can also see Benleno Antunes, who was born in Portugal in 1972, with 27 identical brass lines running vertically through the three oval courtyards of the mall; we can also see the optical labyrinth-like art installation "Opposite Shadow" designed by Mankechan; and the "Opposite Shadow" based on the embroidery products made in Guangzhou, using digital photography and digital sewing techniques. Fame of the Sea Country"; the large-scale illusion painting "Aerial Illusion" created by British artist Lincoln Seligman.
In Tianhe City, which is not far away, the atrium on the first floor not only often arranges installations of different forms, but also moves the flower exhibition into the mall; Grandview Plaza not only arranges exhibitions such as animal specimen exhibitions directly in the corridor, but also creates a whole experiential shopping street, grabbing the attention of consumers with "style", "charm" and "sense of age".
Although these projects are very different in specific connotations and forms, they invariably jump out of the category of traditional public cultural institutions and are displayed in completely different spaces.
Industry trends
Cultural and creative exhibitions drive new momentum for the value-added of commercial space
If we compare these cultural and artistic display projects and works with traditional "public art", such as the Wuyang Stone Statue on Yuexiu Mountain, or the Wan Zhaoquan sculpture in Shangxiajiu Pedestrian Street, we will find that they are very different.
First of all, they do not deliberately emphasize "classicity" or "landmark sense", but pay more attention to the integration and embedding of daily life, emphasizing the "natural" experience. For example, Philip Jin, who has a strong interest in Chinese calligraphy and Zen culture, said that he was attracted by the open environment of Guangzhou, and the placement of "Darwin, 2019" makes it look as if it is jumping happily between buildings, joyful and dynamic, while at the same time using the layering of surrounding buildings to bring more appreciation angles. The Guangzhou Museum of Art, in cooperation with Baiyun Airport, has built an airport branch in the atrium on the first floor of Terminal 1, and is also advertised as "the first art exhibition hall in Guangzhou that is open 24 hours a day", emphasizing the creation of a "spiritual home" for passengers through diversified exhibitions.
In addition, these art installations and cultural and artistic activities, which increasingly appear in commercial complexes, have certain public cultural attributes, but are more for the marketing of the organizers' products or brands. Some researchers pointed out that with the impact of online shopping, many physical commercial spaces pay more and more attention to the layout and space utilization of the United States, in addition to selling goods, more emphasis is placed on product concepts, experiences, lifestyles, etc., which has become an important means of competition between physical commercial spaces and e-commerce. With the entry of more and more professional forces, the beauty of many commercial spaces has gradually been elevated to the level of art and creativity, becoming a booth for the public to inadvertently perceive art and beauty in the commercial environment.
In addition, in recent years, commercial space exhibitions have gradually moved away from simple displays of single themes and cured elements - such as mooncakes for the Mid-Autumn Festival, zongzi for the Dragon Boat Festival, and tangyuan for the Lantern Festival, but have paid more attention to the combination of new materials, new technologies and new content, and Internet technology, multimedia technology, and fashionable creative design are popular. Some commercial spaces are no longer limited to their own brands, but are keen to introduce some popular IP exhibitions, such as Doraemon Exhibition, Transformers Exhibition, etc., with the help of strong IP topicality to drive traffic, in order to bring the popularity of shopping malls.
Industry insiders pointed out that these display projects, which bring into cultural and creative thinking and integrate the sense of science and technology, creativity and participation, not only make the commercial space more beautiful and attractive, but also enhance the shopping experience of customers, so that art becomes a new kinetic energy for the value-added of commercial space.
Reporters observe
Public life is artistic Public art is living
From the perspective of the "experience economy", the joint efforts of commercial space and public art can shape a sensory experience and mental identity from life and situation, so as to attract consumers' attention and change consumer behavior. Some researchers have pointed out that the current business model of commercial space has gradually changed to emphasize the psychological experience of customers and the three-dimensional enjoyment of the senses in the shopping process, so that customers can experience novelty, entertainment, and fun in the process of participation. While empowering the commercial space, the joint efforts of the two sides have also realized the "art of public life and the life of public art" at a certain level, becoming a new form of public art popularization education. At the same time, the development of contemporary technology, especially digital media technologies such as VR, has brought new opportunities for space design and scene creation, and "immersive experience" has gradually become the standard of commercial space exhibition projects.
So what are the similarities and differences between the exhibition of commercial spaces and special cultural and artistic spaces such as museums and art galleries? Zeng Lingling, deputy director of the Guangzhou Museum, believes that in general, this is a good phenomenon, reflecting the diversity of cultures, and different spaces and display methods can meet the interests and hobbies of different groups. The exhibition of the museum is mainly based on cultural relics, which is a place to spread the basic knowledge and pay attention to norms. Other public cultural or private cultural spaces are more leisure and experience, with diverse styles and methods, and more flexible operations. The two sides can play a good role in complementing each other.
(Guangzhou Daily)