Museum branding
Interested in the new area, I began to read the book, Museum Branding, written by Margot A. Wallace, and like this begins her introduction :
“A brand is a distinctive identity that engenders loyalty. Branding consists of creating and maintaining a body of programs and attitudes that convey a clear promise, encourage familiarity, and generate ongoing support. Branding includes a logo, a theme (…)
Museums need a strong brand image because is tougher than ever.”(P1)
Then after having explained mainly how important are each part of the museum, and how much every details can count, even in the design, scenography, visual communication, provision of services, I could clearly understand that before beginning anything, one of the most important thing is to know really well the target, the goal of the architecture, in order everything can work in the same direction and in harmony.
But in the case of branding a museum, she is considering the “Exhibition as Branding tools” , so ” Every time a museum displays an object, it brands itself.” So that is the reason why, it needs to be accompanied by a good visual communication and be presented at its best. As well as the way the exhibiton will be organised is really important.. it is the way the visitor will discover the theme exposed, and this experience will stay in mind, aso the signature of the museum. everything has to be under control! “Visitors should never forget where they are or where they’re leaving from”.(P16)
As well as in a meeting, the first impression is the most important, that explains how the entrance/lobby has to be really clear in the message it is delivering. It should begin to dive the visitor into the exhibition.
First step passed, Then comes the global ambient of the exhibition, where the scenography is playing a huge role… So I strongly believe that there is a potential in developing new forms of ambient into the architecture… I need to know more about the exhibition itself, in order to understand how far it the general volumetry and the exhibition design could be linked…
I just really would like to come back on the organisation of the exhibition. Mi december I went to visit the famous exhibition about Gauguin at the Tate Modern, which was layed out according to a thematic section that emphasised the parallels between works of art from different stages in his carrer. This decision surprised me at first, but at the end of the visit, I really had the impression that I discovered a real new aspect of his work. Even if I thought to know him well, this sense of exhibition learned me a lot…
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