Weijia Kong

Date of Award

2023

Document Type

MA Project - Restricted Access (SIA Only)

Project Type

MA Project - Business Plan

Degree Name

Master of Arts (MA)

Department

Art Business

First Advisor

Jin Zhang

Second Advisor

Agnes Berecz

Abstract

With the upgrading of consumption and technology, the public demand for art and
aesthetics is increasing, and visiting exhibitions in public spaces have become a daily recreation. However, due to factors such as the global epidemic, the small area of art museums and galleries, and the dense population, it is difficult for most audiences to enjoy and think about works of art in a relaxed status for a long time. Moreover, art is not only passive appreciation but also needs to mobilize the audience to think subjectively and even participate in the creation of the artwork. Creating art is not just a work that can be done by the artist. Each and every art lover should have the opportunity to try it. Therefore, taking the "relational aesthetics" proposed by Nicolas Bourriaud in 1995 as the theoretical basis and through in-depth research on the artistic cases and influences of relational aesthetics, it comes Ever Summer - the first "social participatory art" glamping
brand in China. The company will be established in Beijing, China, in January 2023 and is committed to making each art theme interact with participants. Through the form of overnight camping, participants are attracted to experience two-day and one-night art co-creation activities in the art camp and complete the creation of artworks with artist mentors, thereby generating deeper thinking about local cultural history. In the business plan, I will introduce Ever Summer's brand culture, core competitiveness, product concept, business model, marketing method, and operation plan. This business plan will be a practical solution to apply relational aesthetics in real life.

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