Brand-Oriented Operation of Art Exhibitions: From Curatorial Narrative to Audience Market Positioning Strategy

Fangxin Zhang

Simen Owen Academic Proceedings Series, 2026, vol. 6, 65-75

Abstract: This paper examines the brand-oriented operation of contemporary art exhibitions from the dual perspectives of curatorial narrative and audience market positioning. In an increasingly competitive global cultural economy, it argues that exhibition branding is no longer merely a matter of superficial visual promotion or conventional commercial marketing. Instead, it has evolved into a highly systematic process that intricately connects profound cultural meaning, immersive spatial experience, dynamic audience perception, and comprehensive operational strategy. Based on an in-depth comparative analysis of prominent international cases-including the Tate Modern, teamLab Borderless, the Louvre Abu Dhabi, and various Van Gogh immersive exhibitions-this study systematically analyzes how abstract curatorial themes are successfully transformed into highly recognizable brand identities. Furthermore, it explores how diverse audience groups are strategically positioned through targeted communication channels and innovative operational methods. The study reveals that successful exhibition branding fundamentally depends on three key interrelated factors: the establishment of a clear and compelling curatorial narrative, the creation of a distinctive spatial and experiential identity, and the execution of precise audience segmentation. Concurrently, modern art exhibitions face the critical challenge of balancing intrinsic cultural value with long-term commercial sustainability. An excessive emphasis on foot traffic, social media visibility, or pure entertainment risks weakening the academic depth and public cultural value of the institution. Therefore, effective exhibition branding must seamlessly integrate narrative construction, brand identification, audience positioning, and operational transformation to ensure both cultural integrity and market success.

Keywords: art exhibitions; exhibition branding; curatorial narrative; audience positioning; cultural consumption (search for similar items in EconPapers)
Date: 2026
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