博物馆的“油画故事”之举

The question we asked them was simple: are museums interesting? If they find them boring, what are they into nowadays?

Heroes.

Action.

Love.

Music.

Social media.

In one word—stories. Spectacular and touching stories.

So when the national museum in 1)Sukiennice was going to be opened, we asked ourselves a question: how can we draw a link between a classical museum and the younger generation?

Neither an official tour nor an audio guide is able to transform a visit to the museum into an engaging experience. Our answer was“storytelling.”

We brought paintings to life and showed their stories; stories of war, love, crime, madness, mystery. We told it in a way a museum never did before. We created New Sukiennice, an APP which brings paintings to life.

Painting 1: I command the army to unleash Hell on Earth.

Painting 2: I dont mind people calling me a whore, 2)wanton or a 3)harlot. In every capital I have a lover. Sometimes more.

Painting 3: Mad. Rage took control of him…and I cut to pieces my 4)opus vitae here in this museum.

Painting 4: In the mist of secret herbs I shall tell your future. I shall see your inner self.

How to draw youngsters into our program. They were able to contact paintings themselves by phoning and texting them. They received a personal invitation to the museum, but first they would discover 5)intriguing teaser stories delivered by channels young people use every day—their mobile phones, Facebook, and text messages.

Results. The opening of the Sukiennice Gallery was a huge success. The three biggest television networks in Poland mentioned it on the news, and it became one of the hottest topics in the press and on the Internet. Thanks to this, it gained almost half a million dollars of free media coverage. In its first four months the museum attracted almost 100,000 visitors, and the number is still growing.

我们问他们的问题很简单。如今的博物馆还有趣吗？如果他们觉得博物馆太无趣了，那如今他们都热衷于些什么？

超级英雄。

铁血硬汉。

爱情故事。

音乐盛事。

社交网络。

总的来说一个词——故事。引人入胜的、感动人心的故事。

所以在位于克拉科夫纺织会馆中的国家博物馆即将开幕之时，我们不禁自问，如何让古老的博物馆和年轻一代建立某种联系呢？

官方的游览活动和语音导游设备都不足以让“去博物馆”这件事变得充满吸引力。我们的解决方案是“讲故事”。

我们让油画复活，向参观者讲述它们的故事，内容涉及战争、爱情、犯罪、疯狂、神秘。从没有博物馆用过这种方法，我们开发了一个叫“新纺织会馆”的应用程序来让油画复活。

油画1：我命令我的军队毁灭这片土地。

油画2：我不介意人们叫我淫妇、荡妇或妓女，我在每国的首都都有情人，有时还不只一个。

油画3：疯了。他失去控制了……我要将我在这里的作品撕成碎片。

油画4：在这神奇草药所散发的烟雾中，我会预知你的未来，我能看到你的内心世界。

那如何让年轻人加入到我们的项目中来呢。通过打电话和发送信息，他们能直接与油画们交流。他们会收到参观博物馆的私人邀请，但在这之前他们可以了解这些迷人的、使人好奇的故事，它们会通过年轻人们常用的渠道——手机、脸谱网和短信送达。

结果如何呢。纺织会馆画廊的开幕取得了巨大的成功。波兰最大的三家电视网都报道了这则消息，并很快成为报纸和网络上最热门的话题之一。得益于此，博物馆赢得了价值将近五十万美元的免费媒体报道。博物馆开馆的前四个月就吸引了将近十万参观者，并且人数还在增加。翻译：小艾

左边这幅图记录的是一位名叫杰伊·德费奥（Jay DeFeo）的艺术家和一幅叫做《玫瑰》（The Rose）的作品。聪明、有天赋的女艺术家，孤僻作画11年，作品重量超过一吨，但却被遗忘数十载，如今收藏于惠特尼美国艺术博物馆……在生活中永远不要放弃，要倾尽全力，奉出你的所能。

站在一幅画作面前……

一、你熟悉它，但你每次看它，都有新的吸引力。

二、你第一次见它，却对它充满好奇。

三、你爱它，想让它在你的生活中复活。

这就是我们这期的主题——画里有“话”。

背景资料

为了让参观的人们能够得到对艺术的直接体验，位于克拉科夫纺织会馆的国家博物馆分馆想出了一个新招。他们专门请了一批演员演绎油画背后的故事，然后放进了一个APP应用程序。当参观者用iPhone对准画作上的QR（Qucik Response）二维码时，画作背后的故事就会鲜活地呈现在iPhone上。这一举措得到了当地及各地人们的热情响应。