走進大數據時代，不管你身處於那一種行業，「跑數」好像也成了工作中的首要任務，時尚界如是，藝術界亦同樣，無一幸免。據全球頂尖的藝術品交易和研究平台 Artnet 報告指出，隨著倫敦奧運會的「光環效應」逐漸消退，近年倫敦多個博物館的入場人數持續下降，當中包括 British Museum、National Gallery 及 National Portrait Gallery，合共錄得 16% 的下降。然而，在此情況下，Tate Modern 和 Victoria and Albert Museum (V&A) 的參觀人數卻不跌反升，Tate Modern 更首度超越 British Museum，成為當今最紅的藝術館。V&A 亦不遑多讓，以接近突破四百萬入場人次，成功反超前。究竟在不斷萎縮的藝術市場下，藝術館如何能突圍而出，以下將以四大特點進行分析。

1. 了解千禧世代的價值觀

毫無疑問，Gen Z 世代是當今休閒時間最多，最願意消費的一眾。有些品牌甚至說：「得 Gen Z 猶如獲得天下」，這種道理簡單直接，但行動起來卻十分困難。首先，要令千禧一代願意花費，先要理解他們的價值觀和消費趨向。對比 Y 世代，甚或更前一代，Gen Z 世代更重視自我生活態度及奉行個人的價值信念，願意展示自身的生活態度於人前，並將休閒興趣看作日常，視「Work Life Balance」為不可或缺的深層價值。

Fashion in Motion: Phoebe English

2. 「Instagrammable」是成功的不二法門?

新興美藝館如 Tate Morden 和 V&A Museum，其實在策劃展覽的方面下了不少功夫。前者以現代藝術為主，展覽主題亦以互動性較高的方式進行，例如曾在敞開的大堂內設置由 Carsten Höller 設計的 “Test Site” 水管溜滑梯特展；亦找來了丹麥的藝術團隊 SUPERFLEX 於館內設置了多組交疊的鞦韆。這些措施，不單能增強展覽的趣味性，更能吸引新生代分享至社交媒體，從而令更多人對美藝展產生興趣。

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‘I've spent a lot of time in the Turbine Hall… but I’ve never felt as exhilarated as I did on a swing installed here by Superflex.' – Evening Standard ⠀⠀⠀⠀⠀ There is still time to swing by Tate Modern’s #TurbineHall. The Hyundai Commission: @superflexstudio’s ‘One Two Three Swing!' is open until 2 April 2018.

A post shared by Tate (@tate) on Jan 11, 2018 at 10:01am PST

Tate Morden Exhibition

3. 時尚藝術展加盟

與知名時尚品牌合作，以此增加自身的人氣和吸引千禧世代，從而帶動人流。與前者相比，V&A Museum看似更偏向於借助參展者/品牌的影響力。透過此方法，V&A Museum 已創下多個入場人次記錄。從 2015 年的《Alexander McQueen: Savage Beauty》、2017 年的《Balenciaga: Shaping Fashion》、2019 年初的《Christian Dior: Designer of Dreams》及本月舉行的《Tim Walker: Wonderful Things》，均突破了多個參觀人數記錄。當中熱門度最強勢的展覽，莫過於一票難求的 Dior 展，獲得約 60 萬入場人次，並超越了當年Alexander McQueen 展的 49 萬入場人次。這些即既「Instagrammable」並附帶時尚光環的展覽，自然正中千禧世代的心，同時亦反映了時尚軟實力或許將會是傳統藝術市場的新岀路。

Tim Walker: Wonderful Things

4. 調整票價

為吸引更多年青一代，Tate Morden 在票價方面亦有所調整。對 Gen Z 來說，他們願意消費喜歡消費，但消費力卻有限，所以他們會揀選最符合自身價值觀的事物上花費。為此，Tate Morden 向 16 歲至 25 歲年輕人推出了免費會員計劃，會員只需要花 5 英鎊就能購買同一展覽的三張門票。此外，V&A Museum 亦推岀了會員計劃，會員能無限次免費參加所有展覽，並且無需預訂；而一位會員能帶同四名 18 歲以下的家屬免費參加展覽，大大減輕其經濟負擔。