호주 빅토리아 국립미술관의 아이코닉 브랜드 전략 연구 - 윈터 마스터피스 시리즈를 중심으로 -

초록

This study examines how the National Gallery of Victoria's (NGV) Winter Masterpieces series (2004–2025) became an iconic exhibition brand, drawing on Holt's (2004) cultural branding theory. Using a single-case design, it combined literature review, field observation, and semi-structured interviews with 20 Australian and Korean museum professionals and academic experts, with reliability ensured through triangulation. Four findings emerged. First, the brand's success rests on an identity myth resolving the tension between Australia's geographic peripherality and its aspiration for international cultural engagement. Second, the brand matured across three phases—establishment (2004 –2010), growth (2011–2017), and maturity (2018–2025)—marked by shifts in partnership scope, media discourse, and audience scale, becoming an annual winter cultural ritual. Third, separating the 2025 Kimono exhibition as an independent brand exemplifies strategic brand architecture management. Fourth, a multilayered experiential structure —spatial staging, the aura of authentic works, ritualized practices, merchandise, and social media diffusion— reinforced the public circulation of the brand's cultural meaning. Theoretically, the study extends Holt's theory to public art museums, integrating Bourdieu (1984), Duncan (1995), and Pine and Gilmore (1999). Practically, it offers implications for exhibition brand strategy in East Asian public art museums.

키워드