Date of Award


Document Type

MA Project - Open Access

Project Type

MA Project - Curatorial Proposal

Degree Name

Master of Arts (MA)


Art Business

First Advisor

Paul Melton


My final project, The Imaginary World of Color, is a curatorial project based in the shopping center, IFS Changsha, China. The featured collaborative artists include: Emmanuelle Moureaux, a French architect and artist; Janet Echelman, an American sculptor; and Thomas Blanchard and Anton Oilhack, two French artists. This group exhibition consists of an art installation, a video art program, and an outdoor sculpture which will be on view on the ground floor of IFS Changsha, the seventh-floor gallery room, and the seventh-floor rooftop sculpture garden respectively from March 15 through April 21, 2019. Partners involved in this project are IFS Changsha marketing team, IFS Changsha project team, three independent artists, Allied Concept Limited, a Hong Kong public relationship agent, and Mail Boxes Etc. (MBE), an international logistic company.

Entering the booming era of contemporary art, collaborations between artists and commerce have become increasingly ubiquitous. Collaborating with fashion brands, being commissioned by hotels and public squares, and having exhibitions in both extraordinary and communal spaces are ongoing practices for artists and curators’ seeking for opportunities to experiment with their exhibitions and obtaining more financial freedom. On another hand, shopping center, as the integrated community spaces in the contemporary society, are always looking to gain more foot traffic through various approaches. Art exhibitions are the perfect union for both sides and have been employed as one of the most appealing activities for shopping centers to lure themselves from other competitors.

Thus, the purpose of my project is to bridge the gap between artist’s seeking spaces for more creative and revenue generating exhibitions and shopping mall’s attempting to approach high-valued consumers and branding themselves with artistic identity. This paper will explain the inspiration, location, the information about three art projects, floor plan, shipping and installation plan, and business aspects, ending with a curatorial essay.

Included in

Fine Arts Commons