My name is Rosie Mitchell, and I am studying the course, Design for Branded Spaces. For my SIP, I have curated a podcast in collaboration with another student on the DPS year. We are going to create a minimum of 5 episodes, with a 20-minute duration. The concept is to pick a current trend to discuss, that’s topical amongst young people. We will then link it to a current or recent exhibition or installation space, that we can advise them to go see or read up on. We will also create an Instagram that will give details on the space we are discussing, and correlating artwork designed by us. Power, G & Mitchell, R. (2022) Mood board for Instagram Page There has been an influx in merging younger audiences into immersive spaces but we want this to be a permanent change and for younger people to discuss the space and develop their engagement on exhibitions/installations for the long term. I recently did a V&A course, they categorised age ranges into different types of audiences. The Ultra Socials and the Cultural Explorers are the younger audiences, these are not repeat customers. Sophie Rowse (2021) explains “many of them have an outdated version of who the V&A are and like the most newest and innovative things”. Therefore, by creating a platform to engage discussion about cultural immersive spaces, hopefully will make them understand that these kinds of spaces are wanting a build a lasting relationship. Coming from North Yorkshire I can understand the perspective some younger people may have. If I think about the Museums and interactive spaces in my local area at home, they are very traditional and do not necessarily relate to my interests, especially when I was younger. There is not the same approach to how they output their information, comparing to recent installations and exhibitions. In doing this podcast we can research in depth a large scope of current topical subjects that younger people are discussing. Such as gender fluidity in clothing. You only have to look at the past couple of years and see big celebrities such as Lil Nas X and Harry styles who have brought this to the foreground. They “have inspired people of all genders to dress how they feel.” (Maguire, 2021). This topic directly transcends into the current V&A exhibition Fashion Masculinities: The Art of Menswear, were Harry Styles is centre stage on the campaign poster. I have learnt that through the podcast we can examin new structures and wisdom for a pre pandemic world by promoting this ideology via conversation. It would be interesting to see this ideology applied across the whole design industry. WSJ. Magazine. (2021) Gucci/V&A, PA Media Mitchell, T. (2020) Vogue, December Issue Developing technologies is a reoccurring topic amongst young people. The 180 the strands recent exhibition Lux: A New Wave of Contemporary Art, showcased emerging technologies and how they have been transcended into the art world. People are wanting a hybrid between physical and digital, art, fashion and spaces. When we produce this episode of our podcast it will discuss how the exhibition showcased this future. I believe these technologies will be intertwined in the new normal of design. Hems, J (2021) Universal Everything, The Transfiguration This research generated our interest in creating a podcast for young people. We hope to raise the discussion for them to understand how artistic spaces can resonate with their interests. Reflecting on are current research we want to create an episode around public artwork as well to advertise all aspects of spatial experiences. In this new normal the way we interact with spaces has changed and I am enjoying discussing these changes through the medium of speech. I was initial trepidatious about using a podcast as the medium as its new territory. However, it’s given my practice more distinction and purpose as I have been able to improve my conversational dialect on my disciplinary interest. This is something which I didn’t make much time for before this project. The SIP has allowed creation of a new agency within my discipline. I have realised how successful museums produce exhibitions with certain character profiles in mind, but make sure they incorporate all audience segmentations. Recently, with my mum, I went to Beatrix Potter: Drawn to Nature at the V&A and then Faberge in London: Romance to Revolution. Even though me and my mum are from two different character profiles we were both able to enjoy it with our different interests in mind. For my next research trip with my colleague, we can investigate how young audiences will be appealed to the exhibition/space compared to other demographics. Bryony Shepherd who is the head of interpretation at the V&A discussed that “design is a full narrative environment and interpretation works closely with the designers.” Developing my knowledge of young audience participation and interpretation, now, will greatly benefit my future ambitions of working in an in-house design team at a museum or a design studio, as well as my thesis on fashion museology. Philip Hughes an exhibition designer, with an MA from the Royal College of Art, describes the importance of engaging audiences correctly, “visitors may stay away from an exhibition if they feel it does not relate to them, or that they do not “fit in.” For me the importance lies in thinking about the “duality of the audience” (Shepherd, 2021), therefore making people feel they can relate and “fit in”. I can see an opportunity to look further into how this can be approached through other areas of spatial design. Bibliography
Gucci, (2022) Harry Styles for Gucci, Gucci/V&A, Available at: https://www.vam.ac.uk/exhibitions/fashioning-masculinities-the-art-of-menswear Hems,J(2021) Universal Everything, The Transfiguration, Available at: https://www.factmag.com/2021/09/21/lux-new-wave-of-contemporary-art-180-studio/ Hughes, P. (2010) Exhibition Design, Laurence King Publishing, London, pg 34. Maguire, L. (2021) Vogue Business, Fluidity, glamourand pop culture: The top trends of 2021, Available at: https://www.voguebusiness.com/fashion/fluidity-glamour-and-pop-culture-the-top-trends-of-2021 Mitchell, T. (2020) Vogue, December Issue, Available at:https://www.lofficielusa.com/fashion/harry-styles-gender-fluid-fashion-stylist Power, G & Mitchell, R. (2022) Mood board for Instagram Page Rowse, S. (2021) The Principle of Exhibition Making [Recorded Lecture] V&A Shepherd, B. (2021)The Principles of Exhibition Making [Recorded Lecture] V&A WSJ. Magazine. (2021) Available at: https://www.fashionotography.com/lil-nas-x-wsj-magazine-november-2021/
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