Middlesex University Research Repository An open access repository of Middlesex University research http://eprints.mdx.ac.uk Jagiello, Jolanta (2014) An entrepreneurial strategy for curating in public spaces. DProf thesis, Middlesex University. [Thesis] Final accepted version (with author’s formatting) This version is available at: https://eprints.mdx.ac.uk/13764/ Copyright: Middlesex University Research Repository makes the University’s research available electronically. Copyright and moral rights to this work are retained by the author and/or other copyright owners unless otherwise stated. The work is supplied on the understanding that any use for commercial gain is strictly forbidden. A copy may be downloaded for personal, non-commercial, research or study without prior permission and without charge. 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See also repository copyright: re-use policy: http://eprints.mdx.ac.uk/policies.html#copy An Entrepreneurial Strategy for Curating in Public Spaces A project submitted to Middlesex University in partial fulfilment of the requirements for the degree of Doctor of Professional Studies J. Jagiello Institute for Work Based Learning Middlesex University January 2014 Acknowledgements I would like to thank Dr Mehmet Dikerdem for his support throughout and Dr Faye Carey for her guidance and thoughtful questioning. I would also like to thank my mum, family, friends, and colleagues at work for the interest they have taken in my reflective journey. I would like to thank all the artists, too numerous to mention, for participating in my Public Art Exhibitions, as their proposals, artworks, artist statements and artist biographies have all contributed to making these exhibitions such a success. I would also like to thank all the staff and the volunteers at the venues for all their help and assistance, and the public for their positive support and feedback. My particular thanks are extended to Tricia Chase for photographing all the artworks on my website, and Alex Chase for designing the website. I would like to thank the Friends of Nunhead Cemetery for embracing my curatorial practice and providing me with the opportunity to take a durational approach to place- based commissioning, and the support of Southwark Council in funding my initiatives at Nunhead Cemetery. 1 © Jolanta Jagiello 2014 Figures and Images Figure 1: Independent Curating See-Saw: A Fragile Balance ....................................... 11 Figure 2: Curatorial Stages of Commissioning ................................................................ 14 Figure 3: How – ‘Site-like Art’ ........................................................................................... 15 Figure 4: Where - Site Questions .................................................................................... 16 Figure 5: What - Site-making strategies .......................................................................... 17 Figure 6: Archive - Contents ........................................................................................... 18 Figure 7: Where - Site Expanded .................................................................................... 22 Figure 8: 1st Curatorial Stage of Commissioning Revised ............................................... 22 Image 1: What’s that in the Woods? Publicity ................................................................. 23 Figure 9: Preliminary Curatorial Stage of Commissioning ............................................... 24 Figure 10: Final Curatorial Stage of Commissioning Revised .......................................... 25 Figure 11: For Whom - Public Engagement .................................................................... 26 Figure 12: For Whom – Public Engagement Expanded ................................................... 27 Figure 13: 1st Curatorial Stage of Commissioning Further Revised ................................. 29 Figure 14: Independent Curatorial Entrepreneurial Model ............................................... 30 Figure 15: Who - Artistic Participation Practices .............................................................. 32 Figure 16: Independent Curatorial Entrepreneurship Model ............................................ 34 Figure 17: Independent Curatorial Entrepreneurial Model - ‘Art for Business’ .................. 37 Figure 18: ‘Strength of strong ties' - Chairman of John Lewis ......................................... 39 Figure 19: ‘Strength of strong ties’ - Store Director Watford ............................................ 39 Figure 20: Dream Landings - Personal Radial Network ................................................... 40 Figure 21: ‘Audience-centered model of interactivity’ - Dream Landings ......................... 41 Figure 22: The Public Value Triangle - Dream Landings ................................................. 43 Figure 23: The Public Art Value Triangle - Sculpting the Suburban Landscape .............. 47 Figure 24: Moral Curatorial Imperative - Managing Expectations .................................... 48 Figure 25: Combined Model of ‘Ethic of Place’ and ‘Audience-centered Interactivity’ ....... 54 Figure 26: EdgeCentrics - Personal Radial Network ....................................................... 56 Figure 27: Combined Model of Ethics - EdgeCentrics ..................................................... 60 Figure 28: Williamson Tunnels Interpretation Methods .................................................... 61 Image 2: Williamson Tunnels Heritage Centre Maps ...................................................... 62 Figure 29: Moral Curatorial Imperative - EdgeCentrics .................................................... 64 Figure 30: ‘Cultural-Producer’ in the Rehabilitation of Historic Spaces ............................ 71 Figure 31: Durational Approach to Audience Interactivity at Nunhead Cemetery ............ 73 Image 3: Woodland Wonders - 1,400 visitors plus 109 dogs ........................................... 75 Figure 32: Creative Leadership ...................................................................................... 82 Figure 33: Entrepreneurial Curatorial Strategy for Public Spaces ................................... 84 Figure 34: Cultural Producer within the National Planning Policy Framework ................. 88 2 © Jolanta Jagiello 2014 Contents 1.0 Introduction ................................................................................................................ 4 1.1 Cultural Leadership Programme ............................................................................. 10 1.2 Curator-in-residence MoDA (2002-2007) ................................................................ 12 2.0 Public Work 1: What’s that in the Woods? (2004) ................................................. 20 3.0 Public Work 2: Open Desk After School (2005) ..................................................... 28 4.0 Public Work 3: Dream Landings (2006) .................................................................. 36 5.0 Public Work 4: Sculpting in the Suburban Landscape (2007) .............................. 46 6.0 Public Work 5: EdgeCentrics (2008) ....................................................................... 55 7.0 Public Work 6: Nunhead Cemetery (2010-2013)..................................................... 67 8.0 Conclusion and Impact............................................................................................ 76 References ..................................................................................................................... 92 Bibliography ................................................................................................................. 101 Definitions .................................................................................................................... 105 Appendices .................................................................................................................. 109 3 © Jolanta Jagiello 2014 1.0 Introduction I would like to begin by reflecting on my learning journey which has led to this Doctorate in Professional Studies by Public Works as curator, artist and academic - an ‘inter- disciplinary practitioner’ who combines the logical and analytical side with the creative and imaginative sides of the brain. I joined the School of Information Systems at Middlesex University in 1990, after completing my BSc Mathematics from Imperial College followed by a PGCE from Chelsea College, and working as a Research Scientist (Marconi Research Centre) and as a Systems Designer (Bacon & Woodrow).