Abstract
The contemporary art collection of Kim and Lionel Logchies, former dutch gallerists, has given rise to a museum network with locations in Amsterdam (2016), Barcelona (2021), and London (2024), all housed in historically significant buildings. This study examines the role of these collectors as patrons of contemporary art and their influence on redefining the museum as a hybrid and inclusive space where artistic exhibition, sensory experience and technological innovation converge. Through a multidisciplinary approach, this research explores the architectural and urban configuration of these museums, their management model and the curatorial strategies implemented to attract a broad and diverse audience. Particular attention is given to the interaction between art and the market, analyzing the impact of the MOCO brand in the cultural economy and its positioning within experiential tourism. Additionally, the study addresses the inclusivity / integration of new technologies and digital interactivity in contemporary museography, considering how these tools enhance accessibility, visitor engagement, and the dissemination of art in the digital environment. In this context, MOCO emerges as a paradigm of the 21st-century museum, characterized by the fusion of art and entertainment, the creation of immersive narratives and adaptation to the dynamics of cultural consumption in the age of social media. This analysis contributes to the reflection of the evolving concept of the museum and its role in the democratization of art.
Presenters
Paula Jaulín LecinaPhD Candidate, Department of Art History, University of Zaragoza, Zaragoza, Spain
Details
Presentation Type
Paper Presentation in a Themed Session
Theme
KEYWORDS
Museology, MOCO Museum, Contemporary Art, Art Collecting, Patronage
