Art, business, fish and bear’s paw.
“Picasso – the birth of a genius” is on display at the UCCA Ullens Center for Contemporary Art. Since its launch on June 15th, the exhibition has received nearly 200,000 visitors. The daily traffic volume peaked at nearly 6,000, and the microblog topic #毕加索大展# read more than 360 million.
Amazing is not only the 103 Picasso flights to China, but also a series of cross-border cooperation between UCCA – The opening of the official flagship store of UCCA Tmall, the sales volume of single store reached 24 hours and 1.73 million yuan. Results, refresh the sales record of Tmall New Wenchuang single store for one day. Recently, UCCA and Tmall New Wenchuang have launched a three-year strategic cooperation. The two sides will cooperate in four fields, including well-known exhibitions, artists, non-legacy projects and art publications.
It is understood that in the same period of the Picasso exhibition, UCCA has obtained the official authorization of derivative development, and jointly developed seven categories including Wenchuang, costumes, make-up, and non-relic crafts. Goods.
Participating in the Picasso Exhibition @UCCA
According to the latest news, UCCA’s cross-border cooperation case won two awards at the first Tmall New Culture Conference. UCCA and YeeHoO Yingshi won the “Hello Picasso# large-scale cultural and creative project” New Wenchuang Outstanding Cross-Border Case Award; UCCA and “Mom Make” won the “New Wenchuang Outstanding Heritage Case Award” with the “Dating Genius Mother – Hello Picasso Public Welfare Night” event. In addition, UCCA also launched the #Artworks joint planning clothing series launched by the personal tide brand WILLIAMISM; combined with Mary Yijia, the eyebrow pencil series was launched.
In officially designed derivatives, UCCA launched Picasso art canvas bags, notebooks, T-shirts and other products. 4,100 canvas bags were sold out in 1 minute in cooperation with Taobao anchor Via Viya; T-shirts alsoIn the 8 minutes, the transaction amount of millions of yuan was completed; the album of Picasso’s exhibition worth 268 yuan also sold more than 4,000 copies.
In addition, star traffic was also entered into the UCCA exhibition. Artist Cai Xukun recorded an audio guide for the exhibition, and scanned the code to listen to some of the works.
Chen Wei is wearing #Artworks co-branded clothing @UCCA
UCCA was established in 2007 and completed restructuring in 2017. There are two venues in the UCCA Beijing Main Building in Beijing 798 and the UCCA Dunes Art Museum in the Anaya Community in Beidaihe.
UCCA Ullens Center for Contemporary Art COO Zhu Qiqi believes that “ art can go deep into life and cross the border. UCCA has also been discussing the popularity and possibilities of art around this concept.”< Span> has formed a layer of scenes from the art circle (non-profit business), into the leisure culture and lifestyle (commercial business), and horizontally expands the brand cross-border, fashion, parent-child, children’s art education.
The non-profit business mainly refers to art galleries and charitable foundation-related businesses, focusing on exporting professional art content. To date, UCCA has held more than 140 exhibitions in , and will hold more than 300 public events such as talks, workshops, and video screenings in the fields of film, design, and literature.
The
commercialization section is divided into three sections, UCCA Store, UCCA Kids, and UCCA Lab.
Among them, UCCA Store is mainly engaged in the development and sale of art derivatives. Thanks to the exhibition business, UCCA has the opportunity to cooperate with artists and design brands for a long time.
UCCA Kids has been established 4In the year, it is an art gallery education project for children aged 2-11. It has set up multiple teaching systems such as art growth classes, workshops, art development and study tours, summer camps, and so on. There are more than ten classrooms in the art gallery, and has 280 art growth classes.
UCCA Lab is a sub-brand of UCCA that carries art and business cross-border business. It has cooperated with brands such as Huawei, Weilai Auto, Airbnb, Mary Yijia, BMW, etc. The specific cooperation forms include planning exhibitions, brand marketing activities, and art museum nights. Wait.
Huawei New Image Contest @UCCA
The brand cross-border case of UCCA output is very different from other marketing and curatorial companies. Cooperation is not limited to implementation, but a new attempt with rich artistic resources and curatorial experience. Taking the cooperation between Huawei and UCCA in 2018 as an example, UCCA Lab planned the “2018 Huawei New Image Contest Award and Excellent Works Exhibition” for Huawei in the Grand Palace of Paris, and undertook the integrated marketing work, inviting the architect Qingshan Zhou Ping. Jewelry designer Long Yujia and others filmed short videos for the project.
In the commercial development of art derivatives, it is understood that UCCA will combine different exhibitions to develop art derivatives each year before the Picasso exhibition. For example, in 2018, Xu Bing x UCCA x philosopher series exhibition derivatives; and 2016 Edison x UCCA x Zeng Fanzhi joint series of derivatives, the five limited edition shirts released in this series were sold out.
Because the non-profit business has accumulated a wealth of art resources and business partners for a long time, UCCA has a unique advantage in cross-border and cultural innovation. At the operational level, UCCA’s online and offline business linkages are also worthy of reference.
Take the Picasso art canvas bag that was sold during the Picasso exhibition as an example, so that offline co-creation and online e-commerce sales have formed a linkage.
During the exhibition, the China Women’s Foundation and UCCA jointly hosted the “Dating Genius Mother – Hello Picasso Public Welfare Night”. On the evening of the event, non-legacy craftsmen created derivative works of Picasso art style, including Picasso art hand-embroidered T-shirts, Guizhou.Chishui oil paper umbrellas, Guizhou Taijiang Miao embroidered brooch and filigree inlaid silver, etc., these derivatives were launched in the UCCA Tmall flagship store that night.
Mama Manufacturing x UCCA Picasso Style Derivative @UCCA
Zhu Yuqi said that UCCA is still trying to open up a form of cross-border cooperation and making spiritual and cultural consumption products based on consumption upgrades. At this latitude, the mission of the museum, the development of cultural and creative development and the mission of commercial development are the same.
The art gallery conducts lifestyle-related derivative development and event planning, and has the potential to achieve a win-win situation in terms of user coverage and revenue generation.
The first is an intrinsic user portrait on the side of the museum, which may be extended from the vertical crowd of art and exhibition to the pan-art crowd. Secondly, for consumer brands, or designers, art empowerment and co-branding can help goods and brands gain more concentrated traffic and attention. For artists, or art collection agencies, it allows more contact between IP and users, allowing IP to keep its vitality while generating revenue.
And on the market side, there are expectations for this. This can be seen from the changes in the shopping mall’s format. According to the Big Data Center of the Winners, the average proportion of business entrepreneurship in the first- and second-tier cities in the country increased from 0.5% to 2.2% in 2015-2018.
It can be expected that with the commercialization of art institutions such as UCCA and the gradual maturity of the pan-art consumer market, the creativity and value of the museum will be more released.
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Note: I am Mo Xiaoli, who is concerned about the new things in the entertainment and consumption fields. I can exchange the WeChat Spontaneous-Literary. Please pay attention to the name, company and position.