Welcome back, our holiday hiatus is over! The third part of my “alternative conservation” series will be completed in the following two articles of Conservation Tips & Tricks. However, this month, we will briefly turn our attention to a special feature about non-museum exhibitions!
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| Gucci store front window reminds of a museum display. Photo courtesy of Selin Kahramanoglu. |
What are you talking about Selin? Has your brain stopped working from eating too many chocolate chip cookies over the holiday break? That may be true, but I’m also very interested in this topic! Whether you’ve noticed it or not, you’ve probably come across these special kinds of exhibitions.
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| Hermes' store front window resembling an art display. Photo courtesy of Selin Kahramanoglu. |
To me, an exhibition would:
- Present a “big idea” or main topic
- Display a select number of objects from a larger collection, which interprets the main topic
- Be curated for a particular public audience
- Correlate with the larger organization’s mission and/or vision
- Seem aesthetically and/or intellectually stimulating
- Likely have an explanatory panel, or curatorial statement
1) The department store window.
Have you ever passed Swarovski, Louis Vuitton, or Holt Renfrew on Bloor Street and thought, “Wow, that’s some display they’ve got” and then sigh because you can't afford such extravagances? Is that just me, then? In any case, these clothing displays are an example of a non-museum exhibition!
Some stores even have a statement by the store’s artistic director about the collection on display: If it is an especially expensive brand, there can be an easel mounted in the store’s entrance, where a poster can explain the reasons behind the mannequins’ poses, colour palette, and quality of items selected in the window display. Have a look at Amy's article about Muji, the Japanese retail store, for an example of in-store curatorial statements!
When it comes to the department stores, the goal is to inspire upper-middle purchases, by advertising the store’s products in the window. The displays catch the attention of a passerby, and draws their interest for the items being sold. Here, the department store’s motivation is commercial, which is also frequently seen in museum gift shops. To add, the display is a direct reflection of the store’s vision of their own brand, and the type of customer that would purchase their merchandise.
When it comes to the department stores, the goal is to inspire upper-middle purchases, by advertising the store’s products in the window. The displays catch the attention of a passerby, and draws their interest for the items being sold. Here, the department store’s motivation is commercial, which is also frequently seen in museum gift shops. To add, the display is a direct reflection of the store’s vision of their own brand, and the type of customer that would purchase their merchandise.
2) The trade show or fair.
There’s a reason why the Exhibition Place in Toronto is given that name. Consider the motorcycle and boat shows, or a fair with food stalls. How many times have you passed by a poutine stand and thought, “Ohh, that looks good,” before you bought two orders? Recall the world fairs, where people from all over the world would have their own booth to present their newest innovations. These scenarios also present non-museum exhibitions.
Again, a select number of items are being displayed in the hope that the audience finds it interesting, appealing, and worth seeing. There are even pamphlets and maps being handed out to provide more information, similar to museum guides. All the items for sale at these shows and fairs, are set up in a way that is easily seen and accessible for visitors. Sometimes, there may be labels describing the items and wayfinding signs to help navigate the space.
There are “tour guides” that exist, providing you with context for the items on display: Think about the farmer at the food fair who is eager to tell you about his best produce, and how much care and effort it took to make his famous peach jam. These people have a target audience, and a pitch, as they try to draw in a customer to look at the items on display.
Non-museum exhibitions are mimicking the cultural institution's approach to attracting customers, through their displays of objects. I hope you take a good look around the next time you go shopping, or when you visit a fair. Think about which items are on display and how they are organized in a way to attract your attention. Do the objects reflect the organization’s brand or their mission? Are there any contextual guides that help you understand the items better?
There’s a reason why the Exhibition Place in Toronto is given that name. Consider the motorcycle and boat shows, or a fair with food stalls. How many times have you passed by a poutine stand and thought, “Ohh, that looks good,” before you bought two orders? Recall the world fairs, where people from all over the world would have their own booth to present their newest innovations. These scenarios also present non-museum exhibitions.
Again, a select number of items are being displayed in the hope that the audience finds it interesting, appealing, and worth seeing. There are even pamphlets and maps being handed out to provide more information, similar to museum guides. All the items for sale at these shows and fairs, are set up in a way that is easily seen and accessible for visitors. Sometimes, there may be labels describing the items and wayfinding signs to help navigate the space.
There are “tour guides” that exist, providing you with context for the items on display: Think about the farmer at the food fair who is eager to tell you about his best produce, and how much care and effort it took to make his famous peach jam. These people have a target audience, and a pitch, as they try to draw in a customer to look at the items on display.
Non-museum exhibitions are mimicking the cultural institution's approach to attracting customers, through their displays of objects. I hope you take a good look around the next time you go shopping, or when you visit a fair. Think about which items are on display and how they are organized in a way to attract your attention. Do the objects reflect the organization’s brand or their mission? Are there any contextual guides that help you understand the items better?
Keep an eye out for other non-museum exhibitions, because there are many all around us!
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