Within the network of the museum, the museum shop has an interesting status. It is the distributor of the museum's identity but also that of the collection and the artworks. A lot of that distribution happens through and with images, images of art.
As soon as art turns into merchandise and transforms into an image in a catalog, postcard or button, it opens up possibilities of use. Buying a catalog in the shop is a moment of appropriation, art turns into an approachable object.
Therefore I propose the museumshop as a startingpoint for a model that tries to tackle the fear of the copy as devaluating imitation and allows images to be produced that are related to artworks from the collection but have an autonomy of their own.
By designing merchandise I wanted to show how the image of art can be applied in various ways.
I have redesigned a museum shop classic; the postcard, based on information that was produced and stored by the museum itself. Namely, archival material of the restoration of the Proun. Street Celebration Design. The photographs on the postcards are made by the restorer from a technical point of view. I was struck by the aesthetic value of the photographs. Through these photos I understood that at every other moment of decay, the painting produces another image of itself.
If I would revert the process of the restorer, with the aim to create new images instead of updating one original I could create a kind of original copy.
The question is not whether this is a copy or not, but... What value does it have for the museum, the public and the artwork?