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The fusion of commerce and exhibition should come as no shock, given the historical past of the art museum and the division retailer as websites of public show. In the mid-18th century, the non-public collections of art patrons populated public exhibitions of classical artwork and antiquities in newly minted civic buildings. Early department shops emerged quickly after, and retail and exhibition shows blended together. Both groups saw shoppers and museumgoers as our bodies to be regulated by protocols of decorum when occupying these areas. The department store and the museum gallery flattened social hierarchies, as these current in each respective area participated in a single singular activity: consumption. Regardless of the modern distaste for it, a sure democracy transpired within the act of commerce that obscured the social pecking order in favor of shared cultural and aesthetic values.
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The collaboration between Murakami and Louis Vuitton generated value from scarcity. The product of this partnership was a restricted-edition handbag, but the by-product was a want for itâ€”an intangible high quality. That same ethereal need has driven lower-end retail partnerships, too. In 1999, Goal launched a Michael Graves line of house items and appliances, an economically viable alternative to the high-end ones to which Graves had lent his name for the Italian housewares company Alessi. The floodgates opened, and Goal would go on to collaborate with properly-known, high-end designers, from Missoni to Judith Leiber to Proenza Schouler, making them household names.
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