Art Engagement - Insights

Mid - Term Presentation

SCOPE OF ART ENGAGEMENT Independent Project: Design Research

PROCESS E X P LO R ATI O N

PR O BL EM ID EN TI FI C ATI O N

STAKEHOLDER DISCOVERY

RESEARCH

D ER IV IN G IN SI G HT S

EXPLORATION

OBJECTIVES PRIMARY Understand and investigate challenges in the interactions and networks of the Art Industry

SECONDARY Looking into the scope of Art engagement and its Social and Economic Impact in the United States.

TERTIARY Bringing art at the center of community development and conversations.

INITIAL QUESTIONS "In a world where everything has the potential of being connected, why is their a disconnect between artists and end - users?

How can we ignite interest? How can we invite people to be interested in stuff they didn't think they were interested in already?

How can the art industry respond to the social needs and desires of a broad and culturally diverse community?

How can we integrate new technology to increase art engagement in physical and online spaces?

How can museums and galleries create recurring engagment beyond a field trip destination or weekend retreat ?

PROBLEM IDENTIFICATION

How might we ignite interest and create a recurring engagement loop between the artists and the audience?

STAKEHOLDER DISCOVERY

STAKEHOLDERS

RESEARCH

RESEARCH METHODS QUANTITATIVE RESEARCH

Desk Research

Survey

Case Studies

QUALITATIVE RESEARCH

In-Person Interviews

Site Visits

Expert Interviews

Ethnographic Research

Telephonic Interviews

KEY FACTS

Fakes and forgeries Authentification Price Valuation Availability to the Public Conservation and Restoration

“T he A rt tr a d e is th e le a st tr a ns p a re nt a nd le a st re g ul a te d co m m er ci a l a ct iv ity in th e w or ld �

Ju lia n Ra d cl iff e (c ha irm a n, A rt Lo ss Re g ist er )

Stolen Artworks Sustainability Money Laundering Free Speech Illegal Export Resale and Royalty

Home - The Art Loss Register. Accessed October 03, 2017. http://www.artloss.com/en.

Robertson, Iain Alexander., and Derrick Chong. The art business.

London: Routledge, 2008.

Intellectual property Deaccessioning

KEY FACTS In 2015, the organizations - performing and visual arts organizations, festivals, public art programs, municipally-owned museums and arts centers pumped an estimated $63.8 billion into the nation’s economy, supporting:

2.3 million jobs

providing $49.4 billion in household income

generating $11.9 bill ion in total government re venue

US 40%

The U.S. remained the largest market for art, with a market share of 40%, down 3% from the prior year.

Others 19% UK 21% China 20%

Editorial, Artsy, and Anna Louie Sussman. "11 Takeaways from Art Basel and UBS's Report on the Art Market in 2016. " Artsy. March 22, 2017. Accessed October 06, 2017. https://www.artsy.net/article/artsy-editorial-11-takeaways-art-basel-ubss-report-art-market-2016.

KEY FACTS

Classical antiquities and ancient art at auction declined by 9.7%, most of the sales were Chinese artifacts.

The antique market continues to show a rapid decline in average price (down 27%), consignment (down 15%) and total value (down 40%).

Highlights of the Art Market in U.S.A

Old Masters, 19th Century and Impressionist auction sales decline d 37%.

Modern Art auction sales were down 56%

Contemporary Art auction sales dropp ed 35%.

Supply and demand for Prints, Precious Books and Maps continues to decrease.

"Global Art Market Trends." Art Market Magazine. Accessed October 06, 2017. http://artmarketmag.com/global-art-market-trends

KEY FACTS

"Art Museums By the Numbers 2016." Association of Art Museum Directors. Accessed November 02, 2017. https://aamd.org/our-members/from-the-field/art-museums-by-the-numbers-2016.

Museums In Usa

TOTAL MEMBERS 1,849,807

TOTAL COLLECTION 16,943,955

TOTAL ATTENDANCE 62,172,274

New York museums enjoy some 58 million tourist visits each year.

Museums’ civic engagement was also reflected in their support of educational resources in their communities.

In 2016, art museums served over 40,000 schools across North America.

https://drive.google.com/open?id=1IPCET4oynPOl1VWzAAkPWofSp1DGlWb8

SURVEY 2.09% 18.32%

Learning/Educational Experience 21.99%

Love for Contemporary Art Love for Emerging Art

20.69%% 13.79%

Love for Sculptures

Reasons for visiting Museums

8.90%

Love for History 18.32%

13.61%

4.14%

9.66%

Revevance to todays world

2.07% 8.28%

Recieve information on Museum Events from?

24.14%

Positive Experience 5.76%

10.99%

Other

15.17%

2.07%

Friends and Family 15.56%

13.33%

18.89%

Museum Website

32.22%

Preference based on

20.00%

Convenient Location

Museum App

More Variety of work

Facebook

Better Quality of work

Instagram

More Immersive/Engaging Experience

Twitter

Other

Google NYC Events App Other

SURVEY

One thing to enhance the Museum Experience?

• VR in certain exhibits to see the pieces in their natural environment.

What kind of an experience would you find immersive in a Museum?

5% 4%4%

• To receive answers to follow up questions immediately.

• Let artists design their own spaces.

Visually Pleasing

Augmented Audio

5D Experience

Information Write-ups

Vitrual Reality Experience

• More informative, interactive art and learning experience.

• Ongoing community events to tie into museum experience. Perhaps online events create sense of community and context with life outside museum.

Interactive Activities

What kind of Museum presence do you prefer?

• Navigation and engagement within the space.

2%

Physical

Digital/Online

• More examples of artwork online.

• More context for art! More non traditional pairings of works and ways of displaying them.

"MoMA." MoMA. Accessed November 02, 2017. https://www.moma.org/.

SITE VISIT

Museum of Modern Art, New York Design experiment building

Museum of Modern Art, New York

Technology

Interactive Activities

Co-creation Engaging Videos

Collect your own ticket Informative

Variety of Work Digital Media usage Open spaces to sit and draw

Accessabile

Inclusive

EVENT

"IxDA New York Presents: The Actual-Reality UX of Museum Spaces." Eventbrite. Accessed November 02, 2017. https://www.eventbrite.com/e/ixda-new-york-presents-the-actual-reality-ux-of-museumspaces-tickets-37326678099.

The UX of Museum Spaces

Full Video: https://drive.google.com/open?id=1rR6Hy4RK016gS9rMUYI6coiFTBogTJtH

INTERVIEWS

DERIVING INSIGHTS

INSIGHTS Most people are looking for a more Personalised Experience that caters to their interest.

People go to museums for both, educational and recreational purpose.

People have very different interests in terms of their favourite experiences - ambiguity Most people don’t visit an entire Museum at one time Most people prefer the physical presence of a museum than digital presence; however, they feel that a good digital presence is also necessary to improve the experience in the physical space.

"The focus is not just on reducing deficiencies, but on stimulating excellence."

Thank You