Кунстхаус Грац. Кураторски практики и маркетингови стратегии
Kunsthaus Graz. Curatorial Practices and Marketing Strategies

Summary/Abstract: The current text appears after carrying out a curatorial internship at Kunsthaus Graz. It is rather a case study that aims to explore innovative and alternative curatorial practices developed in interactive relation to the museum building and museum policies. The text consists of four chapters: background, architecture, marketing strategies and exhibition policies. The introductory chapter presents the recently build Grazer art museum in its cultural-historical and institutional context. The first chapter is dedicated to the architecture which is a trade mark for Kunsthaus Graz. It explores its structure as a very specific frame for the exhibitions taking place in it. Both the exterior (BIX Facade) and interior space (lobby, two levels and a terrace) provide intriguing but also very demanding mise-en-scene. The second chapter explores certain marketing strategies which are of significant importance for the very case of the museum. They serve as a communication vehicle in the process of sharing the museum with its public of full value while emphasizing its uniqueness. The last and most telling chapter observes the museums curatorial practices on the basis of four concrete examples. It is comparing different dramaturgies, strategies and approaches to the status of fundamental issues such as the museum, the exhibition, the collection and their specific integration to the architecture. Important is also the way of keeping the balance between sophisticated self-reflecting critical projects and educative or rather entertainment ones. In conclusion some basic trends for the museum policies are marked such as innovation, experiment and spirit of laboratory among others.

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