Art exhibitions around you，Is becoming more and more prosperous、Rich、Multiple。Below the surface，There is a phenomenon that attracted my attention and deep thought。Past 2019，In the field of art exhibitions in Shanghai，Several major exhibitions introduced from France，It’s very popular，Invariably leave a deep impression on the audience，Let people strongly feel the overall arrival of French culture。Such cultural promotion，is revelatory。

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First in April last year，The "Klein Blue" as huge as a swimming pool on the second floor of Shanghai Power Station of Art brings a strong visual shock to people。While this exhibition titled "Challenging the Soul" is Yves Klein、Lee Ufan、Group exhibition of Ding Yi and three others，But no doubt，Among the three，The works of French artist Yves Klein are the most public，Have the most presence。Although he passed away at the age of 34，Inside and outside the art world，Countless blue controllers are fascinated by him。Actually，Yves Klein is not only the creator of "International Klein Blue"，He is also a conceptual artist、Performance、Avant-garde music、Danseekhwa、Neorealism、Pioneers in pop art and other fields。Anyway，He is one of the most important avant-garde artists after World War II，With Warhol、Duchamp and Beuys together，The four artists who made the greatest contribution to world art in the second half of the 20th century。

August is next，Shanghai Pearl Art Museum joins hands with the Alliance of Paris Museums (Hugo House Museum in Paris)，Co-organized the exhibition "Victor Hugo: The Heart of Genius"。This exhibition displays more than 200 Hugo creations and related works，Contains paintings、188bet app download Sculpture、Photography、Books、Manuscript of letters、Interior decoration、Daily necessities, etc.，Not only allows the audience to see the spiritual wealth that a talented literary master brings to all mankind，Let people see the richness and greatness of the entire French culture，As well as the love and all-round support for the master from all walks of life in France。

In the history of French culture and art，Master figures like Yves Klein and Victor Hugo who can be proudly introduced and promoted to the outside world，Actually there are many more。For example, 2018，Also at Shanghai Power Station of Art，The Shanghai audience has experienced the outstanding talent of a French female artist, Niki Saint-Phalle。Long and rich historical accumulation，Brilliant culture and art，Plus rich celebrity resources，And the collection and heritage are well preserved，Let France be respected in the world、One of the few cultural powers。I think，Promotion of cultural export，It is your civilization and culture that have strong attraction and appeal to other countries。

The next month is November，Two heavyweight exhibitions from France have opened one after another。November 4，The exhibition entitled "The Birth of Art: From the Sun King to Napoleon - Collection of the Ecole Nationale Supérieure des Beaux-Arts in Paris" opened at the Shanghai Museum。The exhibition displays a total of 85 art treasures from the collection of the Ecole Nationale Supérieure des Beaux-Arts in Paris，via oil painting、Sculpture、Prints、Model、Various forms such as books and manuscripts，Exploring French Art，Especially the flourishing of academic art、The process of flourishing and transformation。This exhibition is for China，Special meaning，Because Paris Gaume has a profound influence not only on the academic art of continental Europe，It also laid the foundation of modern Chinese art education and talents。Early 20th century，Paris Gaume has attracted a large number of Chinese artists to study abroad，Like Xu Beihong、Yan Wenliang、Wu Guanzhong、Yan Wenliang、Wu Guanzhong、Zhao Wuji、Zhu Dequn, etc.。Afterwards，They spread French art 188bet app download to China，Vigorously promoted and developed Chinese modern art，cultivated a large number of people who love art、Young people eager for art。Therefore，Discussing the formation of China’s modern art education system，Inseparable from the understanding and research of Paris Gaomei。

Next to November 8th，West Bund Art Museum officially opens to the public，At the same time, a five-year exhibition cooperation with the Pompidou Center in France was launched。The first permanent exhibition "The Shape of Time"，Collectes more than 100 blockbuster works from the Pompidou Center，Mainly based on works from the 20th and 21st centuries，Introduce the positioning and history of Center Pompidou in art collection to the audience，Displays the important origins of the collection with Europe and the entire Western society，Exhibited includes Joseph Beuys、Christian Boltanski、Cai Guoqiang、Marcel Duchamp、Alberto Giacometti、Juan Miró、Shiraga Kazuo、Works by nearly a hundred of the world’s top artists including Zao Wou-Ki。The first special exhibition "Observation"，Focus on the development of new media art through interdisciplinary discussion，16 exhibited works created between 1972 and 2017，Also all from the Center Pompidou collection。

Different from solo exhibition，"The Birth of Art" and the two opening exhibitions of West Bund Art Museum，All based on the huge collections of two professional art institutions-the Ecole Nationale Supérieure des Beaux-Arts in Paris and the Center Pompidou in France，From a massive collection，Selected according to the exhibition theme。These two major exhibition items involve collections spanning several centuries，More artists covered，Broader field，Therefore more comprehensive、full、A three-dimensional display of the immortal charm of French culture and art。

Expand the brand through overseas cooperation，Museums can exert an increasingly important international influence

The reason why French art exhibitions are welcomed by Shanghai audiences，In my opinion，In addition to the early 20th century, a large number of Chinese artists went to France to study，Since then, it has established a deep historical origin 188bet app download and important internal context with French art，It also lies in the affinity between Chinese and French cultures。This affinity stems from the similarities between the two countries in many aspects: such as their long history，All experienced a long period of feudal autocracy；For example, strong national consciousness、Very proud of our splendid culture；Another example is the emphasis on agricultural civilization、The pursuit and love of food、Precise control of seasoning, etc.。Therefore，China and France，Although far apart，But in history、Culture、Art、Aesthetic、But the tone and other aspects are related to it。

The deeper main reason，The French are very good at combining the promotion of their own culture with international cultural exchangestogether，Promote French culture abroad through various international cooperation。Except in cultural heritage、Art Exhibition、Audiovisual、Books and periodicals、Carry out cultural cooperation with various countries in various fields such as the Internet and cultural and creative industries，In addition to fully promoting French culture overseas，In recent years，France is also committed to the "internationalization" of local art institutions。Among them, two art institutions, the Louvre Museum in Paris and the Pompidou Center, have the strongest momentum for overseas expansion，Keep walking。

Alain Saiban, former chairman of the Center Pompidou, said: “The Guggenheim’s expansion model is based on the architectural model of the flagship museum in New York, USA、High-end short-term exhibition、Permanent collection display and replication of its branding。And we will take advantage of our ability to have excellent collections，And brand effect，Hopefully in a more pertinent way，Carrying out some short-term projects at existing sites，such as museums and university campuses。Except these venues，Will also visit historical sites、Areas such as old factories and shopping malls。”So said，A five-year exhibition cooperation signed between West Bund Art Museum and Center Pompidou，As well as the two opening exhibitions "The Shape of Time" and "Observation"，It is a 188bet Online Sports Betting and Casino Chinese version of the French overseas expansion model。

In fact，Set up temporary exhibition hall，The Center Pompidou is committed to developing new audiences around the world。These temporary exhibition halls are named after the "Pompidou Center + Host City"。March 2015，The first branch library in this form-Pompidou Center Malaga opened in the Spanish port city of Malaga，And attracted 200,000 passengers in the first year。As understood，In this form of cooperation，The Center Pompidou charges the host city an annual fee of approximately 1.5 million to 1.7 million euros to create an art space，All related funds are borne by local partner organizations，The cooperation period for temporary spaces is usually five years。Take the Pompidou Center Malaga as an example，In five years of cooperation，Centre Pompidou Malaga can borrow about 100 works from the Center Pompidou headquarters，And organize two temporary exhibitions and other activities。For the Center Pompidou, which saw a 9% reduction in its budget due to government spending cuts，Overseas expansion has supplemented the center’s funding sources to a great extent。

Relevant staff of Center Pompidou said，Through overseas cultural promotion，The Pompidou Center has become an “international brand”，Overseas export of its exhibition activities，Not just lending art and holding temporary exhibitions，Including its screening projects、Concert、Performance activities、Youth programs and workshops and more，And internationally，Few museums provide such complete output to their overseas branches。

Different from the Pompidou Center’s overseas expansion，The Louvre has only established its first overseas branch in Abu Dhabi, United Arab Emirates，But it is also of great significance。2007，The then French President Chirac and Minister of Culture Dewabre reached cooperation with the Abu Dhabi government。According to agreement，The Abu Dhabi government must pay 400 million euros to the French government in exchange for the naming rights of the "Louvre" for 30 years and 6 months，More than an additional €600 million will need to be paid for a range of other museum activities。The museum took 10 years to build，Officially opened on November 8, 2017。Built by French architect Jean Nouvel，Silver top with through flower design，Made of eight layers of materials，Under the sun，Reflecting geometric patterns with Arab characteristics，Called “Rain of Light”。

Neither Pompidou Center Malaga，Or the Louvre Abu Dhabi，And West Bund Art Museum，Both institutions (Centre Pompidou and the Louvre) draw on overseas cooperation，Not only expanded the source of income，It also expanded the brand influence to a large extent。More importantly，They use this to show the power of French culture，And the museum supports French cultural diplomacy，Exerting increasingly important international influence。

*Source of this article: Wen Wei Po，Author: Deputy Director of Shanghai Oil Painting and Sculpture Academy Art Museum Fu Jun，Original title:《How does France use museums to attract fans overseas?》.