Nationa Palace Museum Kuo


Published on

  • Be the first to comment

  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide
  • Nationa Palace Museum Kuo

    1. 1. The Challenges and Opportunities for Global Licensing in The National Palace Museum Old is Ne w Paul Chen-Wo Kuo Publications Department National Palace Museum,Taipei, Taiwan
    2. 2. Overview <ul><li>The Digital Museum Project </li></ul><ul><li>The Global Trend of Licensing </li></ul><ul><li>Unlimited Business Opportunity </li></ul><ul><ul><ul><li>Image licensing </li></ul></ul></ul><ul><ul><ul><li>Brand licensing </li></ul></ul></ul><ul><ul><ul><li>Cooperative ventures </li></ul></ul></ul><ul><ul><ul><li>Internet marketing </li></ul></ul></ul><ul><li>Conclusion </li></ul>
    3. 3. <ul><li>With the help of state-of-the-art multimedia and information technologies, the NPM can present the digital collection in a lively thematic way to the public. </li></ul>The Digital Museum Project Background
    4. 4. The Digital Museum Project Main tasks Present the beauty of collections in the following various ways : <ul><li>Guided theme-based tours </li></ul><ul><li>The appreciation of exhibition works </li></ul><ul><li>Virtual reality </li></ul><ul><li>Online games </li></ul><ul><li>Developing a website in major languages and a digital museum on various themes </li></ul>
    5. 5. <ul><li>Holding conferences on reducing the digital divide </li></ul><ul><li>Building high-resolution multimedia displays and audiovisual systems </li></ul><ul><li>Developing value-added products based on the collection or inspired by the collection </li></ul><ul><li>Participating in international exhibitions and conferences </li></ul><ul><li>Making promotional short films and movies. </li></ul>The Digital Museum Project
    6. 6. The National Palace Museum Website Languages in Chinese, English, Japanese, Korean, German, French, Spanish and Russian
    7. 7. Themed Websites Rare books and documents Antiquities Paintings and calligraphy Convergence of Radiance The Fashionable vs. The Antiquarian The Sprit of Jade The Legend of Ju Ware Treasured Painting and Calligraphy Age of the Great Khan Grand View: Painting and Calligraphy of the Northern Sung
    8. 8. Themed CD-ROMs
    9. 9. AAM MUSE Awards 2004, Silver, 【 Collection Database or Reference 】 Age of the Great Khan AAM MUSE Awards 2004, Honorable Mention, 【 Art 】 <ul><li>Age of the Great Khan reflects the dynamic presentation of the original exhibition. </li></ul><ul><li>It explores the artistic masterpieces and social practices of the Mongol Yuan dynasty from various perspectives. </li></ul>
    10. 10. Convergence of Radiance AAM MUSE Awards 2004, Silver, 【 Collection Database or Reference 】
    11. 11. In this CD-Rom, users can explore the virtual Great Garden. Within the Great Garden, users can view animated movies in the Theater. A Great Garden of Chinese Painting and Calligraphy
    12. 12. / E-newsletter Recently, the National Palace Museum has decided to promote the “Digital Museum,” which provides real-time news on exhibits and other relevant information to interested persons via the Internet. The museum has been sending its newsletter to worldwide visitors since December, 2002.
    13. 13. NPM Films <ul><li>“ Behind the Palace, Beyond the Horizon” </li></ul><ul><li>“The Passage ” </li></ul><ul><li>“ In the Golden Age of Chinese Craftsmanship” </li></ul>
    14. 14. 《 Behind the Palace, Beyond the Horizon 》 “ Behind the Palace, Beyond the Horizon” directed by Wang Shia-di, follows a group of international artists as they, first, visit the National Palace Museum in Taiwan; and , then, create their own work , Dutch Animation Director based on this experience. The documentary asks viewers to consider existing art’s influence on today’s artists’ future work.
    15. 15. Behind the Palace, Beyond the Horizon
    16. 16. The Passage
    17. 17. In The Golden Age of Chinese Craftsmanship In the Golden Age of Chinese Craftsmanship , directed by Taiwanese director Hou Hsiao-hsien, shows the extraordinary precision and quality of Chinese craftsmen from the Ming and Ch’ing dynasties through the works of the National Palace Museum collection. In the movie, Hou Hsiao-hsien uses his unique narrative method to present this theme in four parts: “T’ang Ying,” “Curio Boxes,” “Orchard Workshop,” and “Departure Herald and Return Clearing,” which tell stories of the extraordinary brilliance of the Chinese craftsmen involved.  
    18. 18. In The Golden Age of Chinese Craftsmanship”
    19. 19. In The Golden Age of Chinese Craftsmanship
    20. 20. Old is New - Museum image advertising 2006 Muse Award Winners: Promotional and Marketing (AAM)
    21. 21. Promoting the National Palace Museum The Art Gallery of the NPM in the airport Short film on buses, MRT and ATM
    22. 22. Old is New Trend for the New Century 1. Cross-field integration of art and technology 2. Culture as content of technology 3. Technology brings art to everyday life 4. Industrial collaboration NPM is the most valuable support for the development of cultural & creative industries in Taiwan •    Possesses over 650,000 finest Chinese cultural objects •    As an economical complex, NPM aims to establish a global economical platform
    23. 23. 1. Design for the New Generation Assembled top students from six local institutions of higher education. Full of unique styles that identify their new and upcoming generation. 2. Talented Design Products Invited famous domestic designers from various backgrounds to create sets of cultural products suited to fit the NPM and inspired by paintings in the Museum Collection. Aesthetic Models of “Old is New” —Value-Added Applications
    24. 24. Old is New Fashion Palace Museum- Designs for a New Generation
    25. 25. Student Gold Works
    26. 26. <ul><li>Those products are available in our stores and also on line store. </li></ul>Aesthetic Models of “Old is New” —Value-Added Applications
    27. 27. 3. When the NPM of the East Meets ALESSI of the West Aesthetic Models of “Old is New” —Value-Added Applications NPM+ALESSI -> Stefano Giovannoni and Ch’ing Emperor Figurine
    28. 28. Hello! M r. Chin Family
    29. 29. The Global Trend of Licensing <ul><li>Source: Licensing Industry Survey 2006, LIMA (International </li></ul><ul><li>Licensing Industry Merchandisers' Association) </li></ul>
    30. 30. The Global Trend of Licensing <ul><li>Source: Licensing Industry Survey 2006, LIMA (International Licensing </li></ul><ul><li>Industry Merchandisers' Association) </li></ul>
    31. 31. <ul><li>Digitized collections not only has function of conservation, but also has function of education, moreover, it could develop value-added products to promote the cultural industry in Taiwan. </li></ul><ul><li>Cooperation with local famous companies-NPM gives products authorization to local famous companies, which could use the precious collections of the NPM to produce the NPM products.According to cooperate with famous companies, the image and products of the museum would be promoted, therefore, economic benefits of the museum could be increased. </li></ul>Unlimited Business Opportunity -Developing value-added products
    32. 32. Image Licensing-StarBucks Coffee Notebooks Coffee cup Wallet Double-deck ceramic cup 2007,Jan 3 -14000 limited products
    33. 33. Brand Licensing-Franz
    34. 34. Cooperative ventures products
    35. 35. Internet Marketing- National Palace Museum Online Store /
    36. 36. Product value of NPM in 2006 (USD$) 21,305,000 15,365,000 3,469,000 2,471,000 Total 135,000   90,000 45,000 Others 2,136,000 1,505,000 371,000 260,000 Cooperative publication 3,552,000 3,190,000   362,000 Image Licensing 9,232,000 8,170,000 508,000 554,000 Brand licensing 6,250,000 2,500,000 2,500,000 1,250,000 Cooperative Ventures Subtotal Production firm Distributor NPM Product value Business Models
    37. 37. Conclusion <ul><li>Copyright Issues </li></ul><ul><li>Regulation Fees </li></ul><ul><li>Business Models </li></ul><ul><li>Global Licensing </li></ul>
    38. 38. Thank You !