Recently, there was news that architect David Chipfeld refused to recognize the MEDEC Cultural and Art Museum in Milan as his work. It is said that it is because the materials used are too poor

Looking at the scene, the old mother of Chao (leisurely) Sheng (strolling) felt that the curved and wavy glass shape was indeed cool, but the vertical super containers at the door were indeed a bit shabby. As soon as she entered, the old mother thought she had accidentally broken into the garage.

For example, the indoor scene is like this:

▲Image sourced from the internet

The expected effect of the master is as follows:

▲Image sourced from the internet

Putting aside these gossip, what the old mother actually wants to share is an exhibition she visited at the museum last year, the "Modigliani Art experience," planned by the media agency Crossmedia Group.

The homepage self introduction of this institution's cool website is as follows:

“Crossmedia is a future-built agency, one that focuses on solving problems. We are a super-charged, 100% transparent, highly analytical, totally integrated, creative media agency. And, we like to have fun.

Crossmedia is not for everyone, and that’s okay.”

A non famous beauty from a peer high school in engineering commented, "Before I came in, I didn't even know who Modigliani was. After I came in, I watched it twice. If it weren't for the closing time, I could still watch it

As an elderly mother being strolled by her children, I am extremely grateful that it was great to reduce the exhibition space to less than 100 square meters, which saved me a lot of back pain. Moreover, the rhythm is soothing, the audio-visual effect is excellent, suitable for viewing and hypnosis, greatly improving the parent-child relationship during the exhibition process!

In the past, most of these biographical exhibitions listed a pile of artist's works, and then used sealed glass cabinets in the middle of the exhibition hall to highlight the artist's belongings during his lifetime. Almost no planning innovation is needed. This display method is completely silent, and the audience needs a great deal of active focus. For children and interested audiences, it is a very tiring viewing experience.

For an elderly mother, every time she brings her little ancestor to this exhibition, it is a large-scale elderly mother performance show. When introducing to our ancestors, we not only need to start with the artistic techniques of the exhibits, but also have background information, extensively cited historical stories, and sometimes even elevate to the level of cultural exchange between China and the West. Coupled with the bizarre dance style of the speech, it can be compared to a large-scale project presentation scene.

There are actually two types of audience for a general painter's life exhibition. One is a professional who truly hopes to personally imitate the works of masters on site. Therefore, the traditional exhibition method is understandable, after all, the main responsibility of museums and art galleries is to preserve culture and inherit civilization.

For most other people, Modigliani and Morandi are not very different. The focus for this audience is on how to focus on a person's busy life, sadness, happiness, and achievements through an exhibition within 2 hours, making the audience empathize, remember deeply, and inspire. This is also another responsibility of museums and art galleries: enlightenment and education.

▲ Image from Amedeo Modigliani

▲ Image from Amedeo Modigliani

The exhibition venue used for this exhibition is in a room of no more than 100 square meters vertically and horizontally. Several benches were randomly placed in the middle, allowing the audience to freely choose their orientation. The exhibition adopts a combination of music and projection. All four walls and the ground are carriers. A small projector with a visual measurement of around 3000 lumens is installed on the top surface, which integrates the wall and ground through software integration.

The forms of projection and immersive experience are not uncommon in China. I have no doubt that in a few years, China's level in projectors and interactive hardware will be at the forefront of the world. However, most of the exhibitions I have seen in China use this technology and illusion of latitude to create a moment of surprising weightlessness, or some specious and exotic sensory stimuli, lacking exploration of cultural connotations. It has not been well applied in the exhibition field. (Of course, the main issue is also the investment in software. Most people see that hardware is very expensive, but in fact, the more expensive is the idea.)

Human civilization has been developing explosively in the past 2000 years, with too much worth remembering and preserving. However, a person's lifetime time and experience are limited, and simple memory and preservation rely more on machines than humans. In "Artificial Intelligence 2001," Spielberg has already begun to explore the fundamental difference between humans and robots, namely unpredictable emotions and humanity. I think the most important aspect of cultural exhibitions is the sense of immersion, which leads the audience to participate in the emotions and experiences of the exhibited person (object) through the perspective of the planner.

▲ Image sourced from artificial intelligence 2001

Returning to this Modigliani exhibition, Manet's "Meditation" resounded throughout the entire venue, as if foreshadowing the painter's tragic life. The exhibition's form of expression was simple, with images, music, and long segments interwoven. Only in important stages, it appeared on the surrounding screens in very rational and brief words, reminding the painter of important changes in his life, greatly ensuring the objectivity of the exhibition. And most importantly, give the audience space and time for independent thinking.

Unlike traditional preaching texts, such as depicting the influence of painters, the exhibition does not simply state what kind of education they have experienced, who and who they have been influenced by. Several important works of art, from ancient Roman murals to sculptures such as Laocon and Apollo, to Pompeii murals and his hometown Botticelli's "The Birth of Venus," are completed with a few immersive images in music, and the form is novel, Full of changes, children can also understand when they find it interesting.

In the period of transformation, the large works of Cezanne and Lautrek are once again interlaced on the big screen, and the huge strokes can see the inheritance and transformation of art. The visual impact of graphics completes the narrative task.

The planning of the entire media work demonstrated great restraint. Although the artist's life was recorded as accompanied by debauchery, alcoholism, and drugs, the portrayal of alcoholism in the film is only a silhouette of the artist immersing himself in sculpture work while drinking.

The brain bestowed on us by God is not just for memory. We often remember important things in life that are related to emotions, and the repeated training of emotions has refined our perception and thinking abilities. I believe that the lengthy listing of exhibits in some exhibitions itself affects the effectiveness of the exhibition. A cultural exhibition is like a movie, and its ultimate mission is to make the audience feel thoroughly baptized by knowledge and emotions after watching it.

For the background of the painter's life, films from the silent film era are used here, succinctly and powerfully explaining the characteristics of the era. A short film from a dance also explains the painter's extravagant lifestyle, and the combination of music is also high and powerful here.

In the end, the painter died, and the planner restored the scene in three dimensions. The long shot started from the window outside the work room and slowly cut into the deserted studio. The empty studio signifies the disappearance of people and the emptiness of buildings, and the male voice aria fills the room with sadness.

Most of the models Modigliani painted throughout his life did not have eyes painted, except for his wife Jenny, who once said: 'I will only paint your eyes when I understand your soul.'. The day after the painter's death, Jenny jumped out of a building with a 9-month pregnancy and died in love. Their Italian tombstone reads: Modigliani, on the verge of reaching the pinnacle of glory, was captured by death. Jenny, give everything to your partner until the candle goes out.

At the end of the exhibition, the audience seemed to be sitting in a glass box, slowly and sorrowfully strolling in the cemetery of the painter and his wife. The gray tone meant silence, and the painter's life came to an end.

If the ultimate goal of a painter's life is to pursue and express beauty, then a successful exhibition planning is to make more people understand beauty and its underlying meaning. It can be foreseen that the future development prospects of exhibition planning will definitely be a form that is more thrilling than simple displays.

Beauty is rhythm and melody, not only manifested in the visual aspect. True beauty has the power to touch the heart. Beauty refers to a common essential attribute of objective things that can evoke people's sense of beauty. Watching a painter's turbulent life is itself beauty.

The pursuit of beauty is a painful experience, but this pursuit itself elevates my soul to the state of supreme goodness and beauty. "- Modigliani