Decode: Digital Design Sensation was V&A’s large-scale debut digital exhibition in its culture. From a curatorial angle, it was not just an exhibition to inform the new trend of digital art and design, but it also acted as a milestone for the museum to change its face and maintain a world’s leading role in art and design field. With this mission in mind, the whole situation became unique. This essay aims to investigate how this situation has affected the curatorial approach, and analyze the exhibition’s forward-looking objectives, then go more in-depth to find out how curators came up with wise decisions to meet those objectives. The discussion will focus on four main areas of Decode’s achievements, and zoom in to look at the essentials for the success: Firstly, the encompassing curatorial idea - Code, Interactivity, Network. Secondly, their bold marketing solution Recode Decode campaign. Thirdly, its collaborative platform which both achieving integrity of content and allowing openness for discourses. Lastly, its underlying agenda to bridge to the future. Throughout to the end, the essay unfolds a whole picture of Decode’s missionary accomplishment that had manifested V&A’s evolvement into its digital culture.
Contents
Abstract
Introduction
Decode: Digital Design Sensations(V&A, 2009)
Discussion
Section 1
Critical Analysis : Aims ofDecodeExhibition
Translating V&A’s Values? Or Transforming V&A’s Future?
Concise Curatorial Objectives
Section 2
How to Meet the Aims? -Decode’s Strategies
Objective 1: Devise a Digital Curatorial Concept - Manifest Leading Role
Solution 1: Encompassing Curatorial Concept - Code. Interactivity. Network
Objective 2: Devise a Digital Marketing Tool - Raise Wider Awareness
Solution 2: Recode Decode - Open Source Exhibition Identity Campaign
Objective 3: Achieve Integrity in Digital Realm - Open Experiences
Solution 3: Expand 3 Themes for Discourses
Objective 4: Bridging to V&A’s Digital Future
Solution 4: Tasters for Future Developments
Conclusion
Appendix - Image Sources
Bibliography ( word count : 4,998)
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