Grup d'Estudi for You: Èxit through the Ale-Hop was a marketing workshop that put the Centre de les arts lliures; Fundació Joan Brossa in relation with the MoCo Museum: neighbouring spaces, both recently (re)opened but with very different audiences and modus operandi.
Grup d'Estudi proposes a guided tour of the MoCo carried out under the logic of benchmarking: an in-depth study of the competition to understand its strategies and practices in order to reproduce or adapt them for one's own benefit. Taking accessibility linked to contemporary art and the museum as the backbone, we reflect on concepts such as participation, cringe, the difficulty of holding the attention of an overstimulated society, post-irony, fanservice or the notion of the museum-as-business.
The tour ends with a human chain that forces the attendees into the Ale-Hop shop right across from the MoCo, exposing the tacit extension it entails towards the museum, and with a brainstorming session to implement at Fundació Brossa, taking the show Nathan for You as a reference.
Activity by Grup d'Estudi within the Art Nou Festival 2023.
