The presentation of a collectible Porsche at the National Museum of Ethnography and Natural History in Chisinau caused controversy on social networks. Some saw this as a way to draw attention to Moldovan cultural symbols, while others saw it as an inappropriate use of the museum to promote a luxury car. Such discussions arise not only in Moldova. In different countries, cultural spaces have more than once become venues for fashion shows, advertising campaigns, music videos and private events, and sometimes this turned into scandals. NM collected several such cases.
Fashion show and gala evening among the Parthenon marbles
In February 2024, the British Museum hosted a show for the Erdem brand as part of London Fashion Week. Models paraded in the hall where the Parthenon marbles, ancient sculptures taken from Greece in the 19th century, are displayed. These artifacts have been the subject of dispute between Greece and Britain for many years.
Greek authorities then criticized the museum. As the portal reported HyperallergicGreek Culture Minister Lina Mendoni said that holding a fashion show in this hall shows “zero respect” for the sculptures. Athens considered that the artifacts, the return of which Greece has been seeking for decades, were used as a “spectacular backdrop” for the event.
A year later, the British Museum was again at the center of a dispute over marbles. This time the occasion was the Pink Ball, a charity gala evening that took place next to antique sculptures. The event was attended by celebrities and wealthy guests, and the museum raised more than £1.6 million. Greek authorities again criticized the museum for using controversial artefacts as a backdrop for dinner and receptions.
“The most convincing argument for the return of the Parthenon Marbles came from the most outrageous images (from the event). Greece demands respect for the sanctity of its culture, or at least a little shame.” stated Nikitas Kaklamanis.
Beyoncé and Jay-Z at the Louvre
In 2018, Beyoncé and Jay-Z released the video Apeshit, filmed inside the Louvre. In the video, artists and dancers appear against the backdrop of the museum’s famous exhibits.
After the release of the video, the Louvre received additional attention. In 2018, the museum was visited by a record 10.2 million people – 25% more than the previous year. The Guardian called the clip one of the factors that helped the museum achieve this result.
The publication also noted that many viewers perceived the clip as a statement about the representation of power in art, as well as about race and colonialism. After the video was released, the Louvre created a special route for visitors based on the video.
Exhibition about protests and reception for a weapons company under one roof
In 2018, the London Design Museum found itself at the center of a scandal after it held a private reception for the Italian company Leonardo, one of the largest military-industrial holdings. The event took place during the Farnborough Airshow, which activists call a “gun fair”.
At that time, the museum was hosting an exhibition, Hope to Nope, dedicated to the role of graphic design and technology in major political events, notes The Guardian. Dozens of artists and designers, having learned about this, demanded that their works be removed from the exhibition.
“It is deeply hypocritical to exhibit and celebrate the work of radical anti-corporate artists and activists while quietly supporting and profiting from one of the most destructive and deadly industries in the world. “Hope to Nope helps the museum appear progressive and cutting-edge while its management and trustees happily take blood money from arms dealers,” their letter said.
The museum responded by saying that as a charity, it covers 98% of its operating costs through admissions, retail, fundraising and event space rentals. They emphasized that the reception was a closed event that the museum did not support.
From slides to spending the night under a whale skeleton: unusual formats in museums around the world
Museums in different countries are used not only for classical exhibitions. In 2006–2007, Carsten Heller’s installation Test Site took place in the turbine room of the Tate Modern gallery in London. The museum installed five large slides through which visitors could descend from the upper levels of the building to the main hall.
The London Science Museum hosts Lates, evening events after the museum closes. On the museum website indicatedthat they take place from 18:30 to 22:00, are intended only for visitors over 18 years of age and include thematic activities. General admission is free, VIP tickets cost £12.
The Natural History Museum in London has a Dino Snores for Grown Ups format – a sleepover for adults. Guests can spend the night under the 25-metre blue whale skeleton. Ticket includes dinner, breakfast, access to select galleries, science show, dinosaur bingo, stand-up comedy, movie marathon night and morning yoga. Price indicated from £235.
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A Porsche collectible car with the “Tree of Life” symbol was presented at the National Museum of Ethnography and Natural History in Chisinau. Photos of the car in the museum space sparked discussion on social networks. June 2 museum confirmed carrying out the presentation and stated that the exhibits were not damaged.
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