To squeeze those extra numbers out of an exhibition with a closing event or finissage weekend is a smart strategic marketing decision. Read: Museums struggle with entertainment imperativeĮxhibitions and art events are expensive to produce and present, and organisations have been pushed deeper into the corner of accountability in recent years. The exhibition cycle is jam-packed with talks, tours, workshops, digital engagement, kids activities, merchandising and specialising dining, patron events and parties. Hanging a few paintings on the walls and opening the doors hardly cuts it these days. The thing that is selling now – and growing fast in the brand sector – is the experience. So the more experience you can package around an exhibition the greater its visibility and perceived success. ![]() When everything is available online, the capacity of art to provide live, engaging experiences has a new value. ![]() Audiences rate ‘authentic experience’ as most desired. Social media builds hype around an event and has resulted in a changing relationship with cultural activity. This word was used with increasing frequency in the United States in the last decade. vernissage - A private showing, preview, or opening of an art exhibition - an event marking the start of an exhibition. In 2013, The Economist reported that there were ‘at least 55,000 museums across the world, more than double the number 20 years ago.’ And that is not counting the number of temporary, cyclical events such as biennales and art fairs that have mushroomed alongside this cultural infrastructure.Ĭompetition has been accompanied by a new democratisation that makes the old style A-list vernissage less valuable than an event that draws varied audiences, spawned via new communication channels. Vernissage - Another example of using french, a vernissage is another name for a preview or private view, the opening night of an exhibition. The key is in the increasingly competitive marketplace faced by artists, arts organisations and events. But the finissage is taking off in a big way. In the past, Australia hasn’t embraced these European terms with gusto but there has been a recent flurry to market the finissage. The focus has shifted from art market to marketing. The difference being, this one is usually open to all. And you guessed it – the term is given to the closing party for an exhibition or art event. It became the custom of patrons and the elite to visit the academies during the “varnishing day” – a tradition that took on a more commercial tone in the 20 th century when it became a market opportunity for clients and collectors.Ī term that has been coined more recently is its counterpoint – the Finissage. The word vernissage – meaning varnishing -comes from 19 th century art school vernacular, when students would varnish their artworks at the last minute before their graduating exhibition opened. The term finissage was first used in this context in 2003 by Walter Hilliger and Sabine Sallarsaïb for Geheimat Multinational Gallery in Berlin, Germany.While its origins are French, the term, like the art world itself, is international. These latter terms are rare in English they are more commonly used in German but not in French. Larger art exhibitions may also have an event halfway through their residency called a midissage. There is a comparable ceremonial ending of art exhibitions, called a finissage, from the French word meaning "finishing". Synonyms for vernissage include preview, private view, launch, premiere, constitution, formation, foundation, debut, institution and initiation. The Guinness Book of Records holds the record for being the most often stolen book from public libraries. In the twentieth century it became an opportunity to market the works on view to buyers and critics. The custom of patrons and the élite of visiting the academies during the varnishing day prior to the formal opening of the exhibition gave rise to the tradition of celebrating the completion of an art work or a series of art works with friends and sponsors. ![]() If the vernissage is not open to the public, but only for invited guests, it is often called a private view.Īt official exhibitions in the nineteenth century, such as the Royal Academy summer exhibition, artists would give a finishing touch to their works by varnishing them. A vernissage (from French, originally meaning “varnishing”) is a term used for a preview of an art exhibition, which may be private, before the formal opening.
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