The Stowage exhibition is now up and running in 17 shops in Exeter's Fore Street and New Bridge Street. We went to great lengths to place everything just so, but quickly discovered we have recruited 17 co-curators with their own ideas about the right position for works and strong opinions about the level of interpretation that's necessary.
We decided lengthy texts were pointless in busy retail environments and confined ourselves to labels giving artist, title and materials only. Interpretive material was instead offered in a leaflet given to all the shops, and on a website. But this absence of explanation has inspired a flurry of improvisation from the shop staff. We've found everything from blown-up launch invites to old letters from us positioned alongside the work.
I might flinch occasionally at the fate of some of the displays, but part of me is proud of the level of engagement we seem to have created. Many shop owners have clearly taken ownership of their pieces. They are talking to each other about the works, comparing what they have and discussing them with the customers. And it's not just people making discoveries of art while shopping. Some shop owners have reported new customers walking through the door while looking for an artwork.
Along with the excitement and interest surrounding our project, we've faced bemusement, amusement and sometimes plain cynicism. But, I tell myself, these are at least reactions. Which is far better than just being ignored.
Stowage runs until 14 May 2010 in Exeter's Fore Street and New Bridge Street.
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