Nowe muzea domów mody: architektura jako narzędzie wzmacniania wizerunku i siły marki

Artur Jasiński

doi:10.23858/JUE20.2022.008

Published: 2022-12-14

Vol. 20 (2022)

The new museums of fashion houses: architecture as a tool in strengthening the image and value of a brand

prof. dr hab. inż. arch. Artur Jasiński

Journal of Urban Ethnology

Section: Articles

https://doi.org/10.23858/JUE20.2022.008

Abstract

The expansion of fashion as a subject of exhibitions and academic research is currently one of the most interesting trends in the world of museology. Temporary exhibitions concerning popular culture, style, and fashion have become immensely popular. Their goal is not simply to increase attendance and boost museums’ budgets; they also signal the growing role that fashion plays in modern culture both popular and high. Fashion brand museums and modern art museums created by high fashion houses’ foundations, often in spectacular architectonic forms, constitute a new genre of museum, one worthy of particular attention. In the book titled “Fashion and Museums”, Marie Riegels Melchior divided the relationship between museology and fashion into three periods. The author of this paper proposes that another, fourth period should be added to this division, dated to the late 20th and early 21st century, which marks the emergence of a new phenomenon: the New Museum of Fashion as a sophisticated tool making use of the synergy between museology, fashion, and architecture to strengthen the market value of a given brand. Those institutions have diversified profiles, but they share many common features, especially in marketing strategies.

Keywords:

fashion, new museology, architecture of museums, branding

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Jasiński, A. (2022). The new museums of fashion houses: architecture as a tool in strengthening the image and value of a brand. Journal of Urban Ethnology, 20, 137–149. https://doi.org/10.23858/JUE20.2022.008

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