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you’re seeing the extraordinary and I think there is something to be said for the museum as a site of irrelevance,” he said. “Sometimes when museums take it upon themselves to be social centres, I wonder, because that’s not our expertise, in my opinion.” Ms Raffel, who is working with architects Herzog + de Meuron to complete M+, said: “For us, the demographic is definitely a young audience and that they are hungry and engaged, but at the same time, we also know that integrity lies in expertise and curatorial integrity. “Expertise is essential, but the idea of value is in audience-building in places like Hong Kong, which have huge transitory populations.” Mr Yantrasast said: “People want to see their own experience, they don’t want to be taught somebody else’s experience. For the architect, the museum experience cannot stop when we exit the building, it has to be something that stays in a visitor’s consciousness, like a brand.” “We used to call that the imagination,” quipped Mr Armstrong. 93