Fotografiska plans to open three new outposts – WWD

With plans to open outposts in Berlin, Miami and Shanghai, Fotografiska now bills itself as the largest private art museum in the world.

In 2010, photography-cultural centre, the center announced its first location at a former customs house in Stockholm dating from 1906. A New York City house in the 1894 Renaissance Revival Church and a Tallinn local , Estonia in an old factory of the 1890s nine years later. The architecture of each museum is integral to the community it attracts, and new locations are no exception.

In Berlin, Herzog & de Meuron and Studio Aisslinger will work on the 58,000 square foot site. Formerly known as Kuntshaus Tascheles, this location once housed a department store in the city’s Jewish Quarter. In Miami, the Rockwell Group is re-enacting an old factory near Superblue and the Rubell Museum. And Fotografiska Shanghai will be based in a former factory in the city’s cultural district. All three locations are expected to open next year, with Miami scheduled for the second quarter and Berlin and Shanghai scheduled for the third.

The expansion plan builds on the merger of Fotografiska in March of this year with the private workspace and social venue NeueHaus, forming the parent company CultureWorks. Both entities fall under investment and strategy backgrounds. Miami, Berlin and Shanghai were chosen for “cultural amplification and there are a number of cultists and culture makers, and creative communities and companies working to amplify artistic moments.” , photography and culture,” said Josh Wyatt, CEO of CultureWorks.

Over the next two to three years, $50 million to $100 million in expansion capital is being committed globally to build the three sites, and several more are “under active work but not closed yet,” Wyatt said. . Yoram Roth, who serves as the president of CultureWorks, is an investor largely from his personal family office car. Wyatt said Revolt Ventures is another investor, who added that a Series C funding round is underway.

Fotografiska Stockholm is attracting more visitors now than it did before the pandemic, with 450,000 people expected to walk through the galleries this year. “It is incredible to see local and regional tourism recover so strongly in Scandinavia and the northern EU,” said Wyatt.

The second most trafficked museum is in Manhattan. During the New York City shutdown, the physical and surveillance aspects of the location spiked. Over the past 12 weeks, weekend arrivals averaged about 2,000 and about 4,000 during the week, Wyatt said. Next year, Fotografiska New York aims to attract about 300,000 people.

There are three types of programs: global, local, and “activist-based or culturally important programs,” says Wyatt. Global resorts like “Virgin: Supermarket. Popcorn. Photo exhibition from 1999 to 2020” by British photographer Miles Aldridge is in New York and will be shown in Stockholm. An example of the work of Moroccan photographer Hassan Hajjaj is another example. On the local side, “Ruth Orkin – Expression of Life” is currently being viewed in New York as an example.

In terms of culturally significant or activist-leaning programmes, Stockholm recently had a program on the Syrian refugee crisis, “this topic is more of a European theme. Most Americans, while they may be somewhat aware of the Syrian refugee crisis, are perhaps more focused on the humanitarian crisis on the Mexico-U.S. border. So we’re going to do a gig on the Mexico-U.S. border and do a Syrian refugee story in Europe,” Wyatt said.

Being able to read social changes and pressing issues, says Wyatt, and put together shows for six months – compared to a three-year period, which is normal for some of the larger museums – is an advantage for Fotografiska. More connections and visual culture are areas of focus for many New Yorkers, he said, as was the case in the 80s and 90s thanks to Andy Warhol, Jean-Michel Basquiat and the Mudd Club, he said. speak. “There are moments when people come together through art and photography. Now we are sitting in the confluence of NFT, music. ”

Working under the premise “that New Yorkers want to celebrate coming together again and celebrate creativity”, the museum decided, “What a great record [is there] in New York City than the fashion world, which combines moments of fashion, art, music? ” That led to a current roster at the downtown location that includes ‘Andy Warhol Studio’ and Janette Beckman’s ‘Rebels: From Punk to Dior.’ (Another show featuring work by Janette Beckman.) fashion photographer Sarah Moon.)

Along with managing fashion, Fotografiska earlier this year launched Chapel Bar, a one-stop bar for members to develop connections through photography, art, music and media. Art aficionados can become a patron for $2,000 annually, providing VIP access to the Chapel Bar, previews of events and openings, and NeueHaus. Another option is a collectors membership for $200 annually.

Membership or not, Fotografiska expects visitors to spend 2-3 hours viewing the photo exhibition and/or attending a programming event, such as Leica-led photography showcases and workshops , like those organized for Marina Abramovic’s book and Quentin Tarantino’s NFT.

Along with ticket sales and specials, each accounts for 25% of Fotografiska’s business, and the food and beverage sector for 25%. Corporate events, fashion shows, weddings and other private events make up the remaining 25 percent. Early next month, the photos and costumes from the new film “House of Gucci” will be displayed first to the cast, crew and press, and then to the public. Private parties will also be held around there. Fotografiska plans to open three new outposts – WWD


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