RedStar Macalline Art Exhibition: When Business Encounters Art

BEIJING, December 30, 2014 /PRNewswire/ — The Chinese character for "home," pronounced "jia," has a meaning that encompasses more than simply the meaning of "home." The character, as defined by the Chinese dictionary website, means "a group of family members living together" as well as "the place where they live." These days, with all the changes that have taken place in China and around the world, the connotations that the character "jia" or "home" embraces have already moved well beyond this definition. Aside from the physical living space, the meaning of "home" has expanded to encompass several new concepts including as a showplace for one’s achievements and for displaying one’s tastes.

What, at the core, is "home" and how has the concept of "home" evolved among speakers of the Chinese language? Such a topic would seem to be the concern only of philosophers and artists, and nary to do with business. Nevertheless, at RedStar Macalline’s art exhibition themed "M Home: Being happy right where I am," artists have put on display their interpretation of the evolution of the meaning of "home" both at the physical and spiritual level through their works. This exhibition which also serves in effect as furniture store in pursuit of aesthetics is also an interpretation on the definition of home.

This art show, a synthesis of the masterpieces of 12 artists, some Chinese and some from abroad and each a master in a different artistic discipline, among them Zhang Yonghe, Tobias Rehberger, Nott Vita, Yoshitomo Nara, Do Ho Suh and Kohei Nawa, reshapes the concept of "home" for the show’s visitors through the multiple art forms and strives to explore the meaning of dwelling and existence.

RedStar Macalline initiated a contemporary campaign "Love Your Home Day" in 2010, which aimed at obtaining an insight into today’s mainstream family and into social issues through the platform while probing into the ways that the members of the modern family express their emotions and get along with each other. This was achieved through creative cultural expression, the composition of outstanding popular cultural works and the holding of influential cultural activities. On the occasion of the fifth anniversary of Love Your Home Day, we’d like to express the culture of love and admiration for one’s home through art.

This is an exhibition themed "home" and the various derivative cultural practices that are associated with the term. RedStar Macalline, in concert with Ullens, the most professional and influential contemporary art institution in China, jointly designed and planned the event while the artists contributed their multi-dimensional forms of expression. As each country has their own interpretation of the meaning of home, we hope to bring audiences an interpretation of "home" from a global perspective, and, in order to do so, we invited twelve artists from six countries and regions and asked them to create works of art that provide a definition of what "home" means to them.

The exhibition reflects three layers of relationship between a person and his or her home: my home is home itself, home and I represent the unity of opposites between people and home, and the modern home is the relationship between home and this era. These three Ms are the initial perspective of "be happy right where I am" of M home.

Businesses used to simply be bystanders and their role was limited to that of sponsors of art, rarely getting directly involved in the planning of the art project itself. However, in this exhibition, brands clash directly with the works of art, thus creating a whole new concept. What audiences can observe are not only the spirit of the brands, but also the contemplation of the artists.

Business itself originates from the interpretation and insight into society, representing what is in fact contemporary, interacting with art productively. Such interaction is rigorous from an academic viewpoint, interesting in form and diverse in conception. While the whole of society is shifting from singularization to pluralism, the furnishing of one’s home is a form of self-expression. With this art show, RedStar Macalline poses an important question, namely, how should brands go about stimulating consumers so they can get to know their own aesthetic tastes?

Like the American companies that served the public in the last century, Chinese firms these days deal with hundreds of millions of consumers, a business platform as well as a media platform. Through their products, businesses convey their aesthetic form and cultural values, shouldering the obligation to develop culture and art across China.

With the maturing of the Chinese economy, the material life as well as the spiritual pursuits of the individual are undergoing a revolution, prompting a whole new array of diversified demands for consumer products. Home is no longer simply a physical resting place. To integrate more artistic elements into the home in terms of "comfort" is what RedStar Macalline is striving to offer us.

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