The Pompidou Centre and its Icons
Thursday, January 24th: 03:30-05:00 p.m., Arcole room
The Pompidou Centre and its Icons
Since 2016, the Pompidou Centre has been engaged in extensive deliberation regarding its icons: which works from its collection could become emblematic of the museum and encourage new categories of visitors to come to the museum? And how to implement such an “iconisation strategy” to establish these works as the institution’s ambassadors? The process involves all of the museum’s functions: exhibition design and mediation in respect of the works, but also communication and marketing.
The Centre’s strategy in respect of its icons is unprecedented in the museum world. However, it has interesting echoes when one looks at brands: the use of muses in the luxury field, or mascots for consumer brands. So how can museums draw inspiration from brands to develop tools for audience development?
Chaired by Gwenaëlle de Kerret, a researcher and semiologist who participated in the Centre’s project, this roundtable will be an opportunity to present the results of the 3 years of deliberation and study by the Pompidou Centre. Catherine Guillou, the Centre’s audience manager, will speak about the issues to which the exercise gave rise within the museum and about current prospects. Other researchers and professionals from cultural institutions and commercial brands will also share their experience in exploiting icons and their impact on audiences.