The Dulwich Picture Gallery in London has installed a Chinese copy of one of its paintings. Visitors are being invited to guess which one has been replaced.

Made in China: A Doug Fishbone Project will open on February 10th and run for three months. Visitors can choose which of the gallery’s 270 works they think has been replaced. Winning entries will then stand the chance of winning one of five reproductions of chosen works in the collection. The gallery will hang the original and replica beside one another on 28th April.

Look closer

The majority of consumers are hardly regular attendees of museums, galleries and exhibitions. Indeed, according to Mintel’s Leisure Review UK 2014 report, 47% of people say they have not visited a museum, gallery or exhibition in the past 12 months.

47% of people say they have not visited a museum, gallery or exhibition in the past 12 months

It’s unsurprising then that we’ve seen leisure venues get more creative in order to attract people. We’ve seen art galleries that double as hotels, museums offer night-time, robot-guided tours and an installation in Scotland allow people to lick, smell and stroke the chocolate walls.

At the same time, there’s a growing trend for fake experiences and products that offer consumers a taste of the real thing, but are more convenient or affordable. For instance, a new restaurant in Chile creates the illusion of being under the sea while Trigger is a German magazine that attempts to mimic the visuals associated with a psychedelic drug trip.

The Made in China exhibition is part of both these movements and adds an extra layer of entertainment to the viewing experience in the hope that it will get more people engaged with art. Other leisure venues looking to increase uptake would do well to introduce similarly playful and creative elements to the viewing or interactive experience.

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