Outline - Kelly Zona

Architecture of the Exhibition 

This paper will analyze the spaces of art exhibition in relation to changing cultural ideals. Through this course, we have begun to understand the importance of context on our perceptions of art, and how each can influence the other. This paper aims to further explore these relationships.

I will start from the definition of exhibition space as the physical setting of a public display of art work, including museums, galleries, fairs, and emerging typologies. This paper will be structured by three main sections: 1. Historical Development of Exhibition Spaces, 2. Contemporary Strategies of Exhibition Spaces, and 3. The Future of Exhibition Spaces. Each of these main categories will be structured by major landmark changes in the architectural strategies of exhibition space, and a common thread of themes will tie these landmarks together, including changes in market demands, social ideals, perceptions of space...etc. The architectural elements to be considered include the development of typologies, interior details, visitor circulation, configuration of spaces...etc.

My analysis of contemporary exhibition space is largely influenced by the theories of the architect Rem Koolhaas, specifically on his theories of “shopping” and the “culture of congestion.” Koolhaas has described the shopping as the “last remaining form of public activity” and cites the museum as contributing towards its culture. He also points to an emerging “culture of congestion” as one of the major factors that shapes the contemporary built environment. 

Because this paper is structured by landmark changes in exhibition space, and not general categories, I expect that more headings will emerge as I continue my research. This outline prioritizes specificity over total “completeness.” 

Outline

I. Historical Development of Exhibition Spaces and Basic Architectural Strategies

      A. Institutionalization of Museums

      B. Bazaars as the Link Between Museums and Commercial Spaces

      C. Galleries as Alternatives to the White Cube

      D. Dominance of the White Cube

      E. Emergence of Art Fairs

      * Common Themes- dominance of commerce, consumer as spectator, individual vs. collective experience

II. Contemporary Strategies of Exhibition Spaces

     A. Museums And the Dilemma of White Box/Black Box

     B. Museum as Brand

     C. Emergence of New Typologies

          1. “Hyer-markets”- Art Basel, Venice Bienniale, Armory Show...

          2. Pop-up galleries

          3. Anamolies- Storefront for Art and Architecture, Prada Transformer...

     *Common Themes- effects of new media, hybridization

III. The Future of Exhibition Spaces

     A. Future Demands

          1. Hybridization

          2. Digitization and Interactive space

          3. Focus on Narrative Structures and Underutilized Museum Programs (archives, study spaces, contemplative space..)

     B. Possible Alternatives

          1. End of the Museum or Pushing Beyond the White Cube?

          2. Virtual Spaces of Exhibition

Resources:

Museums Matter: In Praise of the Encyclopedic Museum. Cuno.

New Exhibition Design 02. Philipp Teufel

Spaces of Experience. Klonk, Charlotte

Fair Design: Architecture for Exhibition. Sibylle Kramer

Engaging Spaces: Exhibition Design Explored. Herman Kossmann

Exhibition Design. Philip Hughes.

The Harvard guide to shopping. Rem Koolhaas

Documenta: http://d13.documenta.de/

Venice Biennale: http://www.labiennale.org/en/Home.html

Art Basel Miami: http://www.artbaselmiamibeach.com/

Armory Show: http://www.thearmoryshow.com