This museum in Shanghai will build thousands of square meters of "Chanel space" and announce a long-term cooperation with Chanel
2024 marks the 60th anniversary of the establishment of diplomatic relations between China and France and the China-France Year of Culture and Tourism. On May 27, the Power Station of Art in Shanghai and Chanel, the top French fashion brand, jointly held the "Strategic Cooperation Signing Ceremony between the Power Station of Art in Shanghai and Chanel".
Gong Yan, Director of the Shanghai Museum of Contemporary Art, and Bai Ruide, President of Chanel North Asia, signed a strategic cooperation agreement on the spot, jointly announcing that the two parties have reached a long-term strategic cooperation relationship, aiming to jointly promote the development of Chinese cultural and art institutions and jointly build a new landmark of the century-old power plant. , comprehensively create a Shanghai contemporary cultural brand with world influence. The long-term cooperation will focus on three aspects: upgrading the space and content on the third floor of the Shanghai Museum of Contemporary Art, sustainable maintenance of the chimney and podium, and enriching collections and research.
The third floor of the Shanghai Museum of Contemporary Art is a floor between contemporary art and life, with a unique view of the river. This cooperation between the two parties plans to build the third floor of PSA into a multi-dimensional, open and fluid new space for national culture and education, which will meet the professional expectations of more creators and allow more citizens to visit. Come to PSA to experience and perceive the beauty brought by art. Chanel's sponsorship funds will be used to upgrade thousands of square meters of space and content on the third floor of PSA, becoming the "Gabrielle Chanel Space". By then, it will have the country's first "Contemporary Art Library" open to the public, a "Chinese Contemporary Art Archives" that provides different levels of academic and information services for global art researchers and art lovers, and a collection of internationally renowned An exhibition hall for designers’ works, a communication platform for designers in various fields, and a mobile academy of contemporary design. It is a “design center” that integrates a small “art theater” with multiple connections with the audience. It is a place where audiences of all ages can experience art. The smart space "Linjiang Platform".
In 2015, PSA’s 165-meter-tall chimney was announced as an outstanding historical building by the Shanghai Municipal Government. This time, Chanel’s sponsorship funds will be used for sustainable maintenance of the chimney and podium and special content planning. After renovation and upgrade, the chimney and its podium will be transformed into an independent art space, providing more expression for the display and creation of contemporary art works. This cooperation between the two parties will vigorously promote the renewal of the chimney and practice the power of art to link the city’s historical context and future development vision.
PSA has been committed to the rescue collection of contemporary art series since its opening. This time, Chanel's sponsorship funds will be used to comprehensively and systematically enrich PSA's collection and academic research, and consolidate the academic strength and research of the state-owned contemporary art museum. It lays the foundation for PSA’s comprehensive strength and professional standards in the global art museum community. At the same time, this cooperation will accelerate the digital construction, safety management, maintenance and restoration of PSA collections, as well as content reproduction in publishing, educational activities, and traveling exhibitions. The two parties will work together to maintain an open cultural attitude in collections and jointly provide samples from China for the global contemporary art collection field.
Gong Yan said, "The long-term strategic cooperation between PSA and Chanel is based on the cultural identity and social responsibility of art institutions and brands. This long-term strategic cooperation with Chanel will help PSA in humanistic education, collection research, and green sustainability." Long-term development will be an example of in-depth academic cooperation between international brands and state-owned cultural institutions, and will also make PSA a more versatile and international cultural energy powerhouse."
Bai Ruide said, "As a respected partner, PSA shares our vision of providing a platform for creators and bringing inspiring experiences to the public. We are very excited to witness that PSA is about to embark on a journey to provide Creativity and innovation generate electricity more powerfully. With the establishment of this long-term partnership, the brand’s commitment in China has also opened a new chapter.”
As the first partner of the Chanel Cultural Fund in Asia, the partnership between Shanghai Power Station of Art and Chanel will begin in 2021. In July 2021, in order to inspire new concepts and new practices in the fields of contemporary Chinese handicrafts and architecture, Asia's first Chanel Cultural Fund project "New Cultural Producer" was launched at PSA. Subsequently, two seasons of exhibitions based on long-term research, "Craftsmanship Renewal" and "Active Architecture", showed the public the deep relationship between tradition and innovation, life and residence. Yana Pier, Chanel's global head of culture and art, said: "Chanel will help PSA bring more grand ideas that influence art and culture to current and future audiences. This is worthy of the continuous self-renewal of this art powerhouse."
