Lecture 2 starts with refresher of the brief and mind mapping.

So what?

My critique about the exhibition should be, the overall framework of the exhibition, its critical intent, to identify and explain at least three contextual positions, make reference the effective of the curatorial role and how it was successful (or unsuccessful) in communicating its aims to an audience how the exhibition influenced my thinking in how to display my own work in the context of an exhibition, this influence can be positive/negative or both.

Gemma use a hypothetical exhibition: FASHION, FEMINISM AND FUTURISM for this presentations, it is a model of an contextual extrapolation from a given stimulus. She use same mind mapping as I show in Lecture 1 and she selected 3 items:

Screenshot 2014-12-06 19.46.25

Lecture 2 – Gemma Marmelade

Thee are two paintings and a postcard.

First one is a painting with a woman dressed like a man with a dog and this painting was painted in 1920s. The idea is to unpack what the painting is about. She make the association with the feminism and futurism considering that period of time and she linked with the political environment at that period. “In the late nineteenth and early twentieth centuries, the adoption of male dress was a means for many women….. to protest status of women and the roles assigned them by patriarchal society.”

We can have an idea about what was the context at that time about feminism and from here we can explore more.

In first picture is a signified message and even the dog has a signification here.

Second painting is made by a Polish painter and shows the idea of seduction in a powerful way. The idea here was to see a woman in a car in 1920 which was almost impossible but is linked with the third word of this hypothetical exhibition which is Futurism. This picture shows that this woman is in control, very powerful and in the same time seductive.

She create a global political context according with this images:

“Post War – 1918+


Russia – equal rights for women

Thailand – universities open to women

Austria – womens vote granted

Uk – women over 30 with a proper qualification able to vote!


Azerbajan – womens vote granted

New Zealand – women to stand in Parliament


China – universities open to women, started at Peking

Haiti – apothecary profession open to women” (Lecture 2, Gemma Marmelade)

The third picture is in same context, it about the women rights about their children.

Notes during the lecture:

2 22 222

So What?

I consider very useful this three arts exhibit comparative in feminism context and I love the way that she develop the mind mapping here.

For my exhibition I will try to choose tree different exhibit but in the same time with a common idea or symbolism.


Lecture 2 Questions:

1. What is your exhibition of choice?

My choice is Patek Phillippe Museum, which is in center of Geneva, Rue des Vieux-Grenadiers 7, Switzerland.

The building contain 4th levels as follows:

Ground floor is with reception and downstairs is an area with safe deposit box where each visitor should let all the cameras and phones because you are not allowed to make any pictures inside. Of course I couldn’t make any pictures and now for my reflective journal I’ll have to use my memory and on line research.

Museum was open for the public in 2001 and houses one of the most important and prestigious horological collection ever assembled.

1st Floor is organised with The crafts of Whatchmaking

2nd Floor is organised with Patek Philippe Collection (1839 – Present)

3rd Floor is organised with The Antiques Collections (16th-19th Century)

4th Floor is organised with Patek Philippe Archives and Library. (http://www.patekmuseum.com/)

The Patek Philippe Museum building has a long history dedicated to watchmaking. Most “probably designed by the talented architect Mr William Henssler in 1919, it has witnessed gem-cutting under the name Heller & Son, the production of jewellery by the firms Ponti Gennari and Piaget, and the manufacture of watch-cases and bracelets since 1975 by Les Ateliers Reunis for Patek Philippe.” (http://www.patekmuseum.com/, Accessed 20 November, 2014), that is why they probably choose this building as a museum.


Notes from my research:

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Critical intent:

Critical means showing the deficiency, error or defect of a work. It could be a positive way too, when the critique is with glory and compliments. And of course we can read about same work, that is amazing or worthless in the same time, using different critique with different point of views.

I choose to talk about second floor of this museum which is organised with Patek Philippe Collection (1839 – Present).

My critical intent for Patek Philippe museum is to develop my skills in curation and creation, I will pay attention for each detail which I remembered or research on internet.



I remembered that when I stepped inside the building I feel a luxury interior like a 5 star hotel receptions with a contemporary furniture and curtains in a warm green and cream colored. This was an excellent linked with the content of exhibition considering that there are the most expensive and luxury watches in the world.

Patek Philippe museum contain over 2000 watches, precious objects and miniature portraits on enamel and more than 8000 books on watchmaking  and related subjects. This collection encompasses almost 500 years of watchmaking artistry from Geneva, Switzerland and Europe.

Screenshot 2014-12-12 19.01.53


This “museum was born from a passion for horology” (Philippe Stern – Honorary President of Patek Philippe). In 1964 Philippe Stern began to assemble this collection helped by his colleague Mr. Banbery. They start with auction houses and catalogues trying to identify pieces with interest.

They choose pieces considering the quality of the piece, the quality of the movement, second criteria was  the place in technical history, if it contain any interesting innovations and the third factor was aesthetics, if the piece have any interesting decoration in terms of engraving, enamel or other decorations.

Of course they choose pieces that belonged to a well-known figure too.

They create a “temple to watchmaking” (Philippe Stern – Honorary President of Patek Philippe), and I think they have the most complete collection possible of Patek Philippe watches.

There are watches before 1839, before Patek Philippe was founded and here they have enamel pieces from Blois in France (Philippe Stern – Honorary President of Patek Philippe).

For the complicated watches with new mechanisms, at the beginning watches only had one hand, then they have two hands, then a third hand was for seconds. This was the evolution with the development of fashion.

Looking at this collection, I could see how tastes and techniques have changed and how the world was change.

All levels of the building are from the same family as a interior design and the staircase was made by granite with gold balustrade. The people from reception was very professional as a attitude and dress code and they gave me all the detail about organisation of the building and the exhibition’s structure.


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Screenshot 2014-12-12 19.02.46


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Going through the second floor, The Patek Philippe Collection I realize that all the exhibits inside are organised in a very logical way. There was organized in a geographical context, watches for China was in Asia area and so on.

Each exhibit (watch) was very good labeled with details about the year of manufacturer, scope and owner. Also was a guide who provide me information about technical details, how many mechanisms have, or what was the expectation at the end of manufacturer, if it was created with a specific design for a specific culture, for example watches for China.

They choose a perfect logical organisation of the space and of the exhibits in space because they want perfection in everything and you can see the evolution in watchmaking.

What I want to mention is that Patek Philippe Museum has warm interiors that makes you feel more home than into a museum.


How this exhibit influence my thinking and my own practice:

As a designer, I will be always inspired by watches design and excellence like Patek Philippe watches. I was thinking to create a 3D model for a space starting by a watch mechanism.

It has been said, “elegance knows no pain, and Patek Philippe is and has always been the epitome of elegant complexity in the horological world.” (http://patekwatch.blogspot.co.uk, Accessed 7 November, 2014).
I want my own practice to become complex, elegant and perfect, I think that in this museum I found the perfection, the Patek Philippe perfection. In this museum, it was for the first time in my life when after I visited and studied all the exhibition, I went outside five minutes and I came beck to visit again. I know that next time when I will be in Geneva I will visit again and again, I can not get enough watching this museum. It is too much information there and in the same time is a warm, relaxing space.


2. Start a mind map with your exhibition as the stimulus – this can be drawn or digitally created.

a) Historical:

I started to create a short important events list from Patek Phiippe:

b) Philosophical:

  • They create unique and exclusivist watches with precious pieces.
  • “To achieve this, the company invests in innovation with new materials and leading-edge technologies, while continuing to preserve the tradition of ancestral watchmaking know-how, and maintains the industry’s strictest quality control standards.” (https://www.patek.com/contents/default/en/themanufacture.htm)

c) Geographical:

  • Patek Philippe museum is in Geneva, Switzerland

d) Sociological:

  • Sociological images: This is an ad I found in The Daily Telegraph Magazines for Patek Philippe watches. The text in the lower-left corner says “You never actually own a Patrick Philippe. You merely take care of it for the next generation.” So by buying an expensive, new watch, you’re creating a “tradition.”
  • By buying a Patek Philippe you make an investment, is like an “insurance”.

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The Daily Telegraph Magazines, 26 October 2014

e) Symbolism:


f) Religion:

  • The religion watches creations was an important part of his work. “In 1865 he was recognized by the Vatican for his role supporting the Catholic Church. Indeed, Patek’s dedication was so deep that Patek Philippe made the Calatrava cross their coat of arms at the end of the 19thCentury and to this day the Calatrava cross can be seen on the modern logo. The cross is the symbol of the Order of Calatrava, a Spanish military order which included monks and was ordained by Pope Alexander III in 1164.” (http://blog.titanblack.co.uk/the-popes-and-their-patek-philippe-watches/, accessed 2 November, 2014)




http://blog.titanblack.co.uk/the-popes-and-their-patek-philippe-watches, Accessed 2 November, 2014

  • He continue to create a beautiful piece for LEO XIII had an engraving of Leo on the back and an intricately detailed picture of Jesus on the other side
  • In 1971 twelve Patek Philippe watches, all with purple faces and gold batons were sent to the Vatican in order to be gifted to cardinals and other important people within the church.
  1. How do you think these ideas will lend to talking about globalization through the mind mapping model?

In a globalization context I was thinking to write about their watches in different context, in religion for Papa, in high social level for Queen, for Chinese Culture or other and I will try to explain how Patek Philippe create the mechanism and how they designed for upper social class all over the word considering their culture and specifications.


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