The direction of exhibition
“ The Direction of Exhibition according to the Relationship between Culture and Consumption”
| KS | What is the difference between the two? Is the difference strong? Or is it in the same vein? |
| DK | Show window displays deliver information, such as the advantages of a product, to sell a product. Exhibitions vary in interpretation because they differ in what one sees. On the other hand, the show window display has the correct answer. There is a strong feeling of conveying certain information to the viewer. Exhibitions are more interpretative than show window displays. |
| BR | The exhibitions for sale are more commercial and refined. Exhibitions stand out the creator's ideas. On the other hand, show window displays emphasize products rather than creators stand out. |
| DK | The main person of Show Window Display is customers. The main character of the exhibition is the creator. |
| BR | Graduation exhibition is especially so. |
| KS | What is the purpose of the graduation exhibition? To graduate? |
| DK | It's to let the people know me. |
| HJ | It's like an exhibition for debut. |
| KS | That's right. The purpose of the graduation exhibition is to let the people know me. |
| DK | I saw the graduation exhibition recently, and I was sad that students were so into their own world. If you want to be a designer, not an artist, especially if you want to be a commercial designer, you need to show a product that is not you.The designer of Ma Young-beom reminded me of the saying, "It has to be melted and gone away.” Because it is exhibition for sale after all, the designer should not look too much. When I saw some graduation exhibition, I was disappointed because most of them bragged that "I am the best”. When these products were in the portfolio, I wondered which company they could apply for. |
| HJ | I disagree with DK. Maybe because the genre is different. The graduation exhibition of visual design is a place where you show off what you are best and do what you are best at. The portfolio for recruit is separate from the graduation exhibition. It should be prepared at one's own discretion and not try to fill it with graduate project. In fact, there are many companies that do not allow graduate project to be included in their portfolios. Besides, it's hard to show off what you're the best except when you are student. |
| KS | Actually, I think that's the way it is, regardless of genre. Whether it's grahpic, space, or product. Graduation is when you sell yourself to be on the market. The artists display to sell themselves in a wider market. It's not just an exhibition for showing, but rather something that enhances the value of them. We had a lot of exhibitions. We held exhibition for our products, and also for Korea crafts at overseas. There have been many exhibitions to promote the beauty and design of Korea, but they have never been properly exhibited to reveal any single subject or process. And there was also a lack of budget. Window display is to introduce the brand, rather than attaching a price, they display for promote their brand. In many cases, some company collaborate with famous artist. As a result, it is the same whether it is an individual or a company from the perspective of promoting a brand. This is essentially the same. Selling me is commercial, selling products is also commercial. Eventually, it is for the brand. |
| BR | Product design has many different directions not only commercial product design. When I saw a commercial project in the graduation exhibition, I forgot it when I came out of the exhibition, even though they did well. |
| DK | If it is beautiful or its idea is an innovation, I can remember the productThe cause of indifference is not about whether it is commercial or not, but its beauty or new idea. The designer who saw the graduation exhibition with me, said that this is a design that cannot be used in real life. |
| HJ | There is a reason why the direction of graduation exhibition has changed so much. In the past, company went graduation exhibition to find new staff, giving out their business cards to graduated students. These days, they don't do such thing. These days, it seems that studio people don't give business cards, they just watch them. As the number of students majoring in design has increased, the number of applicants has increased, so they do not hire employees at graduation exhibitions. I think this trend has changed in a way to do what they are good at in graduation exhibitions and appeal work in interviews. It is stupid to do something commercial at graduation exhibition. |
| YJ | It is good to do a self-assertive work before graduation. There is already a lot of commercial stuff out there. There aren’t new things in the product targeted for consumers. Even though the project of students on graduation is raw, it becomes a new perspective when it is refined later. In that sense, it will be too stark when the graduation exhibition is commercialized. |
| DK | Commercial product design is also interesting. There is also a way to run their own business by doing commercial things before graduation. I prefer a project that has business feasibility and can suggest somewhere rather than just a graduation exhibition. |
| HJ | I think the definition of commercial is different. Experiments can be commercial enough. So was the . It was an experimental concept that started with a graduation exhibition, but now it's riding high. |
| KS | Let's talk more about the general exhibition. |
| HJ | Show windows display has become subtle these days. Like an advertising market. These days ads doesn't looks like ads. They hide their purpose. The trend of show windows and displays seems to be flowing similarly. Exhibitions to sell goods also seem to conceal the purpose of selling items as much as possible. |
| KS | In the past, company show the price of their product at window display. Luxury brands are not. Many brands try to keep up with the context of the museum exhibition. Too much commercial display makes their brand cheap, so it seems to take a general exhibition methodology. Actually, it's a commercial exhibition, but it doesn't look like commercial exhibition. |
| HJ | What's interesting is that the general exhibition that didn't sell products in the past started selling products. In particular, the concept of "goods(souvenir)" has emerged in graphic design. "Goods" are not just sold on exhibition; It also became the subject of exhibition. Quite many people come to the exhibition to buy the “goods". |
| KS | Should there be "goods" in exhibition? |
| HJ | These days, the “Goods” function like the last finale of the exhibition. |
| DK | “Goods” is one of the top 10 trends this year. |
| HJ | It is also common for design studios to design "goods" and hold exhibition for "goods". Ordinary exhibitions are becoming more commercial, and show window displays are became not looking commercial. The display of wartime and show windows also seems to be turning over. |
| KS | General and commercial exhibitions seem to result in museum exhibitions. Museum exhibits are not commercial exhibits, but there is always a souvenir shop at the end. In this regard, Korea does not seem to have developed a souvenir market yet. Goods, which should be in the museum, are a memorable item that can be easily bought in small budget. It's so essential but it doesn't seem to be well established. |
| YJ | Purchases may be decided according to the goods. But the experience in exhibition is also important cause. |
| KS | The concept of "goods" is meaningful only when it leads to purchases in any exhibition. Consumers purchase "Goods" when the brand is valuable to themselves, rather than the goods is useful. Good exhibitions and good shops provide an impressive experience. This experience leads to consumption. |
| YJ | There are many exhibitions where consumers can experience the product. When consumers experience it in person, interest in the brand increases and remains in their memory for a long time. |
| DK | The goal of the exhibition must be accurate. If it is for meaning, it should focus on meaning, and if it is for sale, it should concentrate on consumption. We must not forget the essence. |
| HJ | Culture and consumption are very close these days. People have a strong desire to prove that I have experienced the culture by consumption. Therefore, the concept of 'goods' has been developed. Therefore, it seems meaningless to separate the meaning transmission from the sales, culture and consumption. |
Project name The direction of exhibition
Date Show window display & Exhibition
Client Discussion
Next Project Spatial history and power
