1 2 April, 2013 Harold Offeh, Arcadia Redesigned, for Garden of Reaso, Ham House, 2012

Transcription

1 1 Harold Offeh, Arcadia Redesigned, for Garden of Reaso, Ham House, 2012

2 Contemporary art is object experience the work of an artist continuation of a property s spirit of place memento / souvenir national moment publicity for charitable cause experience enabler campaign aid destination maker, event interpretation? 2

3 1. What is the National Trust? 2. Contemporary art at historic sites 3. Why contemporary art at National Trust places? 4. How do we do it? 5. Trust New Art: 3 lessons & case studies 3

4 1. Contemporary art at historic sites Belsay Castle, Northumberland, English Heritage Independents e.g. Harewood House, over 21 years of contemporary art projects and commissions Museumaker (2010) and New Expression programmes Auction house partnerships with country estates Kensington Palace displayed the Enchanted Palace 4

5 Crucible, Gloucester Cathedral 5

6 2. Why contemporary art at National Trust places? Reason 1: Continue the story of art, architecture, craftsmanship and design Spirit of place at show palace properties (Ham, Petworth, Croome etc.) Be inspired by collections and places Build on the legacy of Foundation for Art 6

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12 2. Why contemporary art at National Trust places? Reason 2: Enhancing spirit of place Instrumental approach, what does the art achieve? Enrich experiences for existing visitors Attract new audiences Tell an unknown story Show a hidden place. 12

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15 Films London Fieldworks, Clumber Studio Weave, Kedleston 15

16 Trust New Art? Growing the nation s love of special places through contemporary art and craft Partnership with Arts Council England Advisory Group and Stakeholder Group Commissioned programme (core & associated) Partnerships Organisational learning Business-minded, led by spirit of place, temporary 16

17 3. How do we do it? The models: programming or one-off? Case studies and feedback 17

18 Strategic approach Currently we have: National Trust 2020 Bringing properties to life Getting outdoors and closer to nature Performing at our best Region and sub-regional strategies Property Business Plans Is another strategy needed just for art? 18

19 Programming or one-off? Repeated creative programming Exhibitions commissioned or loaned Residencies High end craft retail Rhythm appropriate to site (biennial / annual / constant) One-off creative programmes Purbeck project to build awareness of the site Castle Drogo use the empty shell while reroofing 19

20 Experience Design Audience Proposition SPIRIT OF PLACE Space Business Model 20

21 Days out motivational segments Motivation Further Left: Want a social day out Further Right: looking for something more challenging and stimulating from their day out Mindset Towards the top: Knowledgeable, confident, self-sufficient. Towards the bottom: Strongly influenced by the opinion of others, risk adverse, following the mainstream. Out & About Explorer Family Live Life to the Full Curious Minds Young Experience Seekers Kids First Family Home & Family 21

22 Visit profile through the year May-10 Jun-10 Jul-10 Aug-10 Sep-10 Oct-10 Nov-10 Dec-10 Jan-11 Feb-11 Extend summer season Grow winter season Paying Member Other Total Mar-10 Apr-10 0 Visitor 22 numbers 2010/11

23 1. Contemporary art can be for everyone. Field for the British Isles, by Antony Gormley. Arts Council Collection (Barrington Court, 2012) 23

24 Our audiences CM - Always seeking additions to their eclectic Knowledge they visit because we stimulate their minds and provide space to think. EF - They want to introduce new ideas and experiences and time to create family memories. O&A - Attracted by the colourful and quirky, they enjoy stumbling on the extraordinary. They experience through all their senses and like to see things through others eyes too. YES - Impressed by the spectacular, they re collecting experiences which will feature in the anecdotes of their life. LLttF - Full of energy, they pack lots into a day and continually seek fresh experiences. They visit because the place and space is so amazing. 24

25 2. Contemporary art is not interpretation Chalk by Red Earth (Harting Down and Wolstonbury Hill 2011) 25

26 but it can help get your story across Beauties of Stowe retail commission with Katy West 26

27 3. Contemporary art can reach national audience. Peter Blake, Glastonbury commission

28 Tatton Park Biennial 2012: Flights of Fancy, curated by Parabola for Cheshire East Council Chantelle Ackermann Tatton Biennial Olivier Grossetêete Tessa Farmer - Tatton Biennial 28 Hilary Jack Castlefield Gallery Juneau Projects Tatton Biennial

29 House of Beasts Attingham Park, Shropshire, July 2011-July 2012 Curated by Meadow Arts 29

30 Garden of Reason Ham House, curated by Tessa Fitzjohn 30

31 Trust New Art 2012 and beyond 31