中国商场艺术展览正在成为潮流

2014-07-09 15:16:25来源：可可英语

　　Inside the K11 Art Mall, an elevator ride away from Burberry, Chloé, Balenciaga and other high-end shops, hundreds of people line up each day to see very different kinds of luxury items on display. An exhibition of 40 paintings by Claude Monet, billed as the largest-ever show of the Impressionist’s work in China, opened in March in a basement gallery space of this retail magnet. On a recent Sunday, 600 people at a time filled the two rooms of the gallery space to see “Monet: Master of Impressionism,” on view until June 15.

　　在K11购物艺术中心里，一部升降梯途经博柏利(Burberry)、蔻依(Chloé)、巴黎世家(Balenciaga)和其他高端店铺，每天载着成百上千人去排队观看各种非常不同的奢侈品展示。这个诱人的商场里有一个地下艺术馆，今年3月，克劳德·莫奈(Claude Monet)的40幅画作在那里展出，号称是中国史上最大的印象派画展。不久前的一个周日，一度有600个人挤满了艺术馆的两个展厅，观看这个“莫奈：印象派大师”(Monet: Master of Impressionism)展，该展览持续到6月15日。

　　The approximately 300,000-square-foot art mall opened in May 2013, and it’s not the only one. Many malls in China now make art-viewing part of the shopping experience, with some devoting themselves equally to exhibiting art and selling merchandise.

　　这个购物艺术中心约占地30万平方英尺，于2013年5月开业，它不是唯一的一家。现在中国的很多购物中心把艺术欣赏作为购物体验的一部分，有些购物中心在展示艺术品和销售商品方面同样用心。

　　The K11 Art Foundation claims to have pioneered the concept, known as museum-retail: Each of its art malls have an in-house team that programs the gallery’s offerings and coordinates how other work appears throughout the building.

　　K11艺术基金会声称自己开创了这个被称为“博物馆-零售”的概念：它的每个购物艺术中心都有自己的团队，策划艺术馆的展览，协调整个建筑里所有其他物品的展示方式。

　　As art and commerce mix in China, this art-retail concept has become a formidable trend in shopping-happy Shanghai. Here, art is used as a marketing tool to lure shoppers away from competitors. Those at the helm also see such exhibitions as viable forms of art education in a country where access to art can be limited to the rich and malls are destinations for young people and a new generation of wealthy women.

　　在中国，艺术和商业是结合在一起的，所以这个“艺术 -零售”的概念在购物天堂上海成了一股强大的潮流。在这里，艺术变成了市场推广、吸引顾客的手段。掌控大局的那些人也把这些展览看做艺术教育的可行方式，因为在这个国度，只有富人才能接触艺术，购物中心是年轻人和新一代富有女性的目的地。

　　K11 Art Foundation, a nonprofit organization registered in Hong Kong, showcases around 20 works by emerging Chinese artists and blue-chip staples at each of its two K11 Art Malls in Hong Kong and Shanghai, along with holding regular exhibitions. At the top of an escalator at the Shanghai mall, a Damien Hirst sculpture of a naked, headless pregnant woman greets shoppers. Near an organic cafe, an interactive video work by the Shanghai art collective island6 plays a loop of a woman pacing with shopping bags.

　　K11艺术基金会是在香港注册的一个非营利组织，它在香港和上海开设了两个K11购物艺术中心，分别展示了中国新晋艺术家和世界艺术大师们的约20件作品。在上海K11的扶梯顶端，达米安·赫斯特(Damien Hirst)的无头裸体孕妇雕塑在欢迎顾客们。在一个有机咖啡店附近有上海艺术团体六岛创作的互动视频作品，循环播放一个拿着购物袋昂首阔步的女人。

　　Over the coming five years, K11 aims to open iterations of its museum-retail centers across China — in Beijing and Guangzhou, and in rapidly developing cities like Shenyang, Tianjin, Haikou, Ningbo and Guiyang. Two will open in Wuhan.

　　在接下来的五年里，K11计划在中国各地开设更多这样的“博物馆-零售”中心——北京、广州以及一些快速发展的城市，比如沈阳、天津、海口、宁波和贵阳。武汉将开设两家。

　　Usually the shows are free, but for the Monet show, tickets cost 100 renminbi, about $16, to offset the cost of shipping, handling and security for the works, which have been loaned by the Musée Marmottan Monet in Paris. After leaving the show, visitors can buy ephemera like framed posters of water lilies at a gift shop.

　　展览通常是免费的，但是莫奈展览的门票是100元人民币，约合16美元，用以弥补运输、处理和安保的成本。这些作品是从巴黎的马蒙丹·莫奈博物馆(Musée Marmottan Monet)借来的。看完展览后，游客们可以在礼品店里购买带框的睡莲海报等小物件。

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