Chapter 16The Art Business

In closing, we examine how show business is entering the business of the arts and transforming art exhibits, museums, and the role of architecture in society at large.

Some of the world's leading art museums are now on the cutting edge of popular entertainment—something that shocks old-school art lovers and pleasantly surprises new audiences. The first part of this chapter will show that museums are no longer shy about becoming brands, no longer afraid of fun and common popularity. Businesses are taking notice and creating museum-like spaces of their own with similar emphasis on experiential and interactive encounters with their brands.

This convergence of commerce and culture goes beyond museum interiors. The drive ...

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