ABSTRACT
This chapter traces the development of a line of museum souvenirs and mementos with the bedspread pattern. It explores the journey of the geometric pattern between the painting and the bedspread to the museum store. The brand strategy development involved consultations with world-class museums with similar profiles — the Van Gogh Museum in Amsterdam and the Tate Modern in London. The former uses a hybrid copy in the museum’s visual identity. Copying is an essential part of the museum’s branding. To develop a new merchandise line, reproducing artworks is necessary. Branding of an art museum is highly dependent on copying, transforming the mimetic structures, reframing and re-contextualising the original pieces from its collection. Copying is a complex process and a particular act of transformation which one might oversimplify when thinking only about the original and the result. Branding of an art museum is highly dependent on copying, transforming the mimetic structures, reframing and re-contextualising the original pieces from its collection.
