THE ROLE OF ARCHITECTURE IN MUSEUM REBRANDING: TAKING NEW MUSEUM OF CONTEMPORARY ART NEW YORK AS AN EXAMPLE
2009; Routledge; Linguagem: Inglês
ISSN
1002-4832
Autores Tópico(s)Cultural Industries and Urban Development
ResumoBranding a new image is an essential goal for most museums in renovation. New Museum of Contemporary Art opened its new home designed by famous Kazuyo Sejima to public at the end of 2007. The museum achieved a big success, awarded in architecture as well as brand marketing. The paper analyses the new building’s effect on refining visiting experience and rebuilding institution’s image. It also finds out how building helps the museum to attract more attention and gain more support. The paper concludes that role of the architecture in branding is multifold and significant. In the end, museum-architects are suggested to be professional but open, they are also expected to be critical towards cooperation while innovative in design.
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