Art exhibitions owe their sophistication to an amalgamation of perceptible and non-perceptible factors. Behind the curtains, an interwoven mesh of intricacies jostles for space in the framework of the exhibition, starting from the ideology generation phase and extending to the launch evening. Having knowledge about the components which make up an art display can spark an enhanced admiration for the complex work therein. In this article, we will consider all the steps that are involved in the process of developing an art exhibition and bring to light the contribution of each step to the core purpose, which is the creation of an enjoyable event. Planning and Concept Development Brainstorming and theme selection What is the role of brainstorming and theme selection in an art exhibition? Everything starts from the brainstorming and theme selection phases for the event. In any art exhibition, gearing up for the event includes brainstorming and deciding on a theme, which would set the tone for the whole event. To aid in art conception, curators and artists have a myriad of discussions to help make a decision on a unified idea or story to be able to conceptualize the exhibition. One should not forget that the selection of a theme for the exhibition is creative, and immersion decides the entire course of every stage of the exhibition. For example, it could be based on the theme ‘The Wonder of New York City’, or ‘A Journey Through American Modernism: The Development Of Abstract Expressionism’. Such themes indeed assist in the selection of works of art, arrangements of the artworks, as well as the comprehensive experience of the guests.
Data PointResearch suggested that if there is an overall theme set by the exhibition then it can increase engagement for up to 30 percent when compared to exhibitions without an engaging theme (Smithsonian Institution, 2023).
ExampleFor instance, the exhibition “Van Gogh and Japan” at the Van Gogh museum Amsterdam was able to attract an audience of over 500,000 by seamlessly weaving Van Gogh’s paintings and Japanese prints whilst retelling the narrative.
Selection and layout of the venue
How does venue selection impact the success of an art exhibition?
Choosing the venue where the art exhibition will be taking place is very important to having an art exhibition for the success it might achieve.
There are so many factors that affect how the art work will be shown to the audience and some of them include the size of the venue, the location and the atmosphere of the venue.
The curators search a lot of galleries and other spaces to see which will best suit the artwork of the exhibition to ensure that the theme of the exhibition is well showcased and the artwork beautifully displayed.
After the venue is found, the layout of the venue is the next step.
A well planned out layout helps to improve the visitor experience by ensuring which art piece should be placed where for best results.
Data PointAlso, ArtNet, (2022) found that about 70% of people remember the ambience of the venue as one of the most important aspects of their experience of the exhibition.
ExampleThe large oversized installations that lay within the Turbine Hall at the Tate Modern are capable of altering the entire venue into one immersive experience which garners global interest by the transformational space.
Selecting and Preparing the Artwork
Curating as well as Selection
Curation and selection alongside an art exhibition embody what?
‘The curation process’ entails selecting a group of artworks that supports the set thematic vision of the exhibition.
Curators view a large number of art collections to determine which ones best explains the story and message of the event.
Let’s assume there is an exhibition titled The Impact of Color in Modern Art. In that instance, one would make use of such works with that look into the various approaches to color and emotion engage.
It is a meticulous process, seeking to determine the artistic value and the relevancy of each item in the collection, to ensure that both are optimally presented in the final outcome.
Data PointAccording to a 2021 survey, 80% of curators believe that the quality of the curated collection significantly influences visitor satisfaction (Museum Studies Journal).
ExampleAs part of the exhibition “Color Field Painting”, the Guggenheim Museum fully showcased the most prominent artists of these trends, Mark Rothko and Barnett Newman covering each piece of art that the color impact theme suggested.
Framing and Installation
What are the most important elements of framing and installation in preparing the artwork for the exhibition?
Framing and installation are other aspects of preparing the artwork for showing purposes.
Framing and all aspects of handling the art pieces should focus on exposing the artworks to optimum conditions.
Curators collaborate closely with the artists to decide the placement and light of each art piece.
Focusing on the details in this stage definitely contributes to showcasing the aesthetic and technical aspects of the artworks better during the exhibition.
Data PointResearch has shown that using proper framing and lighting increases the appeal of an artwork by at least 40% (Art Conservation Society, 2024).
Example The exhibition titled “Monet: The Late Years” at Museo del Prado focus on the frameworks and the lighting of works in order to highlight the textures of the late work of Monet to turn the audience on to the paintings.
CHAPTER 3
Marketing and Promotion
Creating Buzz
Is creating buzz for an art exhibition handy?
Selling strategies greatly affect the outcome of an art exhibition.
Social media, press releases, and brochures are good examples of marketing strategies.
These strategies give an upper hand in a competitive environment and allure an eclectic mix of audiences.
For instance, a refined social media campaign can increase visibility and engagement from not only art lovers but also regular visitors too.
Special previews or talks with the artists also help in making a buzz by including the art world and local journalism.
Such occasions give useful information and assist in nourishing the feelings with the artworks that are being exhibited.
Data PointAs per the Art Newspaper cover story, social media campaigns optimised for the Soros Social Conventions increased attendance in comparison to those which were not (Art Newspaper, 2023).
ExampleBy employing specific ads on Facebook and Instagram during the “Banksy: Genius or Vandal?” exhibition, a significant 35% increase in ticket sales was observed.
Inviting the Audience
What is the significance of inviting the right audience to an art exhibition?
Sending out invitations is a part of advertising for an art exhibition.
Art critics, collectors and other distinguished persons of the art circle are sent invitations for the exhibition.
The objective in this case is to make sure that the exhibition is able to invite as many of the visitors as possible and thus sell the vibrancy of the event.
Hitting the right contacts will go a long way in making the event a successful one with a greater impact, thus increasing networking possibilities and the extent of media exposure.
Data PointAccording to a research by MoMA, exhibitions targeting art critics and collectors with an invitation experience 25 percent more audience than others (MoMA, 2022).
ExampleAs a result of its media exposure and the attentive construction of the invite list, the “Picasso and the Avant-Garde” exhibition at the Metropolitan Museum of Art recorded a surge in visitor figures.
The Exhibition Opening
Setting Up
What happens during the setup phase of an art exhibition?
The day of an art exhibition gets crowdy due to the roller coaster of setting up the gallery space.
Curators, staff and even the artist arranging the artworks, adjusting the lighting and getting everything ready for the opening night.
The setting up is quite an important part of making sure that by the time the opening commences, everything is in place.
However these details are still very crucial for the final package presentation and experience.
Data pointWhen a visitor moves through a spatial structure, the installation of appropriate devices and adjustment of lighting further increases their enjoyment by up to 40%, as an Art Institute of Chicago survey shows (Art Institute of Chicago, 2023).Example Getty Center has neatly allocated its pieces in “Impressionism: Masterpieces from the Musée d’Orsay” exhibition, so that it offers an uninterrupted experience to visitors in terms of lighting and movement. Welcoming GuestsHow do you welcome guests at an opening of an art exhibition?At the opening of the exhibition, guests are given a chance to look at the artworks and the exhibition’s presentation. Often curators and artists are there so as to respond to enquiries and/or relay information about the pieces. Certainly, the opening night is the product of many months of preparations and work, and a chance to toast to the exhibition’s success and its purpose. This stage enables the audience to engage with the artists more closely, and this helps round off their experience. Data pointResearch shows that interactions on the opening night can increase a visitor’s activity by an average of 30% (Art & Culture Review, 2023). Example During the launch of “Frida Kahlo: Appearances Can Be Deceiving” at the Victoria and Albert Museum, art historians conducted discussions providing visitors with a richer experience.
FAIRS
Are Curator’s Involved in the Exhibition Plan ?
The curator plays a major part in an art exhibition. We choose and coordinate artworks, plan the exhibition’s organization, and manage various aspects of the exhibition process. Curators understand and us works in collaboration with the artists, staff and all personnel in a gallery to provide an effective location for each piece in relation to the total and the overall theme. Data Point According to the research by Smithsonian institution, curators are engaged in 75% of the core planning activities for exhibitions – especially big ones (Smithsonian, 2022)
ExampleAt the Tate Modern, curators don’t only select the provided artworks. They also consider how the artworks will perfectly fit together and where the artworks will be fixed to ensure that the visitors enjoy their visit to the art gallery.
How Are Artworks Chosen for an Exhibition?
Different works of art are selected for an exhibition as per the theme of the exhibition and the standard of the art as well as the message the exhibition tends to pass across.
The above curators look at so many works of art during the exhibition and seek out whether these pieces contribute to the hosted works.
Data PointIn a report MoCA 2023, the Museum of Contemporary Art indicates that 60% of art works are chosen in accordance to the underlying theme of the exhibition.
ExampleFor the “Renaissance Reborn” exhibition, the chosen pieces were those that illustrated the theme of rebirth and transformation in art.
What Should I Include in My Art Exhibition Marketing Strategy?
I consider the social media promotions, press releases, setting up invites to prominent errors figures and other preview events as part of my marketing strategy for the art exhibition.
This way, it is possible to reach out to many different viewers for the exhibition.
Data PointAccording to a report from Arts Council England, art exhibitions which have proper marketing strategies have 40% more people attending the exhibition (Arts Council England, 2023).
ExampleThe phrase example “Impressionist Masters” Usa sales increased, complementing the former onsight sales through the utilization of advertising campaigns alongside standard marketing through adverts and online glazing over of the headline, has sold out.
Conclusion
The anatomy of an exhibition of paintings is a complicated and at the same time gratifying process of business development and implementation.
In the opposite sequence where the first steps like coming up with the idea, have been followed by all the parts towards the opening night, all are paramount in making a great exhibition as a whole.
Realising how hard people work behind the scenes is a great way to understand the meaning of art and the artistic process of the exhibition design and building.
References
- Art Exhibition Planning and Management: Art Gallery of Ontario, 2023
- Curatorial Practices and Exhibition Strategies: Smithsonian Institution, 2022
- Art Exhibition Theme Alignment: Museum of Contemporary Art, 2023
- Marketing Impact on Art Exhibitions: Arts Council England, 2023
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