Walking through the majestic aisles of a renowned department store in Mexico City, which were festively set with pop music, live shows and a tumult of people of all ages, one could feel the burning desire in the rhythm of the music. each portfolio for acquiring any of the strategically displayed products.
In my mind, the marketing gurus had succeeded perfectly in transporting us into being part of an aspirational story. At least one colored bag with the store’s logo hung on the arm of one member of each family. Happiness was perceived, spread and multiplied. Creating this desire using phrases such as “accumulate points… months without interest…” added to the striking colors of each collection, were incentives to go from observers to acquirers.
Strategically, these types of establishments hire a team of professionals specializing in brand positioning, giving a product or garment its own life and making it an aspirational, need or desire object, achievable through a story (such as commercials, only here you are the protagonist). Interestingly, these types of professions left me thinking that he has glimpses of what a art curator.
For those wondering what is a art curator, is in general terms the person who, having studied art history, philosophy, literature, art or related careers, is responsible for taking care of a collection of works. Although, we loved the simple and accurate explanation of great Julius Wiedemann, BAGS y Afluent Publishing, when he shares that a curator is a person who chooses a number of things and who makes sense of the whole, being able to do with works of art, wines, flowers, etc. When a connection is created between the pieces to give life to something greater than the sum of the individual pieces, a story is made that in the end is how the whole will be remembered.
It may interest you: Do you consider yourself an artist?
Speaking specifically of art, the curator gives additional value to the works of an artist, an art movement, types of work, or a historical context, when he puts them together to interest the viewer. Imagine an artist, if that artist painted faces, landscapes and objects, the curator is the one who decides if there will be an exhibition of, for example, faces, with one or several artists, and then organizes them by place, alphabetical order, time, category and by hierarchy (most important, recognized or $$$).
Once the works have been chosen, the positioning and accommodation has a reason for being, seeking to amaze or surprise the viewer. They use the marketing tools to make spectacular of the collection that will be presented, all thanks to the work of the curator, who seeks that aspirational experience and transports all of us who visit the exhibition.
We invite you to celebrate International Museum Day (May 18) and the Museum Month (May) to visit the museums in your city and support the passionate and little-known artistic work carried out by art curators.
To explain to children what an art curator does, we recommend read this pdf.
Read more about A de Arte, by Mónica Alonso and Victoria González here.
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2023-05-30 00:12:56
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