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Shanghai Film Museum VI

The Shanghai Metro system sees around 9.7 million passengers traveling through 459 stations on 19 lines every day. Inside one of the busiest stations, COO created a pop-up museum that showcases 29 masterpieces from one of the most revered museums in the world – El Museo Nacional Del Prado in Madrid. This disruptive intervention of iconic artworks in a metro station brings a moment of sublimity among the hectically movement of the crowds. The juxtaposition of museum gallery and urban environment composes a memorable experience that busy commuters are invited to slow down and appreciate the timeless artworks.

Introduction

COO transformed the bleak metro station in Shanghai into a temporary museum gallery. The exhibition showcases 29 carefully selected paintings from El Museo Nacional Del Prado in Madrid. By extracting artworks from their ‘home’ and inserting them into a least expected space, the pop-up museum brings a world-class cultural experience directly to the public and opens the world of art to a wider audience.

The exhibition aims to disrupt the busy passengers’ movements and invite them to hit a pause and appreciate a moment of focus. The metro station, a purely functional space where people just want to pass by quickly, is re-skinned with a classic midnight blue colour tone to evoke a sense of sublime beauty among the mundane urban scene. The pop-up museum environment transports the busy-minded passengers from their routine and creates a bubble where they can slow down and take a moment to contemplate.

Facts

Type:
Visual Identity

Location:
595 Caoxi North Road,
Xuhui District, Shanghai, China

Assignment:
Brand Consulting
Multimedia Installations
Graphic Design

Year:
2013

Team:
Tilman Thürmer
Yu Yin
Belinda Chen
Jessica Hoecke
Winnie Wong

Client:
Shanghai Film Group

Partner:
Shanghai Art-Designing Corp.

Photos:
COO

Related Projects

→ Shanghai Film Museum