Gucci opened an exhibit in China that departs from the luxe fashion house's history and opts to explore a more philosophical question. Oftentimes, an exhibit by a brand tries to make cultural connections. This Gucci gallery is instead built around a question: "What is contemporary?"
Italian philosopher Giorgio Agamben co-curated the exhibit in the Minsheng Art Museum in Shanghai and was influenced by the contradictory notion of time in the fashion industry. He was also concerned with how time affects what is considered contemporary. The exhibit in China featured photography, paintings and sound art to address this question. The exhibit also enlisted the help of seven Chinese artists to tackle the issue.
Gucci took a drastically different approach to a fashion exhibit by not showcasing fashion pieces at all, but the luxury brand hopes this philosophical tone will resonate with guests.
What's Driving This Trend
- Philosophical Exhibits
- Brands can explore more philosophical questions and curate exhibits that challenge traditional expectations of fashion galleries.
- Cultural Exploration
- Exhibits can make cultural connections by enlisting the help of local artists to tackle complex issues.
- Non-traditional Imagery
- Brands can feature non-fashion pieces such as photography, paintings, and sound art to create collages that stimulate thought and encourage exploration.
Who This Affects Most
- Luxury Fashion
- Luxury fashion brands can create exhibits that explore philosophical concepts and move away from traditional fashion exhibitions.
- Art
- Art galleries can expand their audience by exploring interdisciplinary exhibitions that bring together different mediums and explore complex questions.
- Tourism and Entertainment
- Tourism experiences can create exhibitions with a philosophical angle, offering entertainment beyond traditional museum exhibits.
