In adversity lies opportunity – and the year of 'double Schmuck' is a plus in many respects. First, Munich will be the focus of the international jewelry scene not once, but twice this year. Second, this spring established institutions and professionals have the opportunity to run the city-wide event traditionally held alongside Schmuck.
Before the pandemic, this city-wide celebration of independent artists provided neither 'synergy requests' nor 'job opportunities'; it had become the playground of self-proclaimed VIPs who tried, often aggressively, to convince artists that they must join their network or perish.
The event has also become very expensive for what it delivered – namely, an imaginary community where everyone sold and no one bought.
A successful city event attracts reputable decision-makers and industry recruiters to town; it brings job opportunities, sparks new collaborations, inspires and showcases innovative ideas, supports the avant-garde, and generates income. Last but not least, it draws the interest of the real Press with the synergies it creates between art, economy, and city branding.
Marketing the wrong vision of what Munich can offer ambitious jewelry artists from around the world can damage Schmuck, the city, and the local arts scene. This year, artists, curators, gallerists, and institutions can reshape the 'city event' through excellence. This is their chance to change the game.
Will we dare to shape a Double Vision for 2022?
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