In recent years, an obvious trend has been observed the world over: art galleries at airports, cultural spaces located in shopping centers, art objects placed in residential complexes ... Why have development companies laid their eyes on the cultural sector, and why should culture seek ways to integrate into commercial areas? Our international experts — developers, curators, and art historians — will discuss how the boundaries between the "highbrow" and the mainstream are blurring today, why the developers should not ignore the desire to have better public leisure spaces and comfortable environment, how shopping centers compete with museums, and where will this combination of formats that appeared incompatible in the past end.
Why Does Commercial Real Estate Need Cultural Spaces?
13:00 — 14:30
Russian Museum of Ethnography, Marble Hall 4/1 Inzhenernaya st., St. Petersburg
Olga KisselevaProfessor the Sorbonne University in Paris and Head of Art&Science International Institute Russia
Marijke SmallegangeHead of digital marketing, communication and commerce, Rijksmuseum. Russia