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Tuesday, December 3 • 12:45pm - 1:00pm
The Chill Concept: The Museum Evolution

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A pop-up Museum with a collection of curated projects and creative spaces designing a community “How, exactly, can a museum appear and then disappear? That’s a question we asked ourselves many times when TCC was just an idea ” In thinking about the pop-up phenomenon in the retail world, we saw the subtle brilliance of the movement. In creating The Chill Concept (TCC), based on this model, we have not run, but sprinted to conceptualize, construct and open the world’s first pop-up museum. The notion of a space, existing for just a brief period, seemed antithetical to any good business practice, which holds that brand loyalty and repeat customers are at the root of success. How could you have either if your business intentionally disappeared a short time after opening? However, pop-uppers are not seeking loyalty. They seek clients who want to experience something now because it won’t be there tomorrow. This model embodies innovation and rethinking in uncertain economic times. We didn't doubt whether this new business would work – we had seen it succeed in other areas. Pop-up shops? Sure. So, why not pop-up museums? By trying to quantify the shelf life of contemporary art, and wondering if one could even game the system, we realized that the answer was not in the theoretical pondering, but in the doing. We had to act. So we jumped at the chance to create a real-life pop-up museum, TCC, in one of the region's most dynamic art districts - Wynwood, in Miami, Fl.


Andreina Fuentes

Andreina Fuentes (Venezuela, 1968) Social Museologist from José María Vargas University. She has worked as entrepreneur in art and museums management, social museology, contemporary art fairs and exhibition production. Also she develops contemporary art research, social art and... Read More →

Gerardo Zavarce

Gerardo Zavarce (Venezuela, 1972) Bachelor of Arts from the Universidad Central de Venezuela (UCV). He has worked as a researcher, developer and advisor in the area of culture and visual arts. He has taught in the departments of sociology of art, analysis of socio-cultural reality... Read More →

Tuesday December 3, 2013 12:45pm - 1:00pm PST
Stockholm City Museum, Auditorium Ryssgården, Slussen, Stockholm, Sweden

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