Bhutan Textile Art Museum

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Bhutan Textile Art Museum
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Project ObjectiveEstablish a cultural
nucleus to a suburban community by creating the
Bhutanese Textile Museum, in order to attract
visitors and generate income.The proposed
project will not only activate the economy of the
area but will also develop a significant cultural
point of interest by promoting the history and
culture of Bhutan.
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Background Information
According to an NHK publication from 1984 the
cultural roots of Japan come directly from
Bhutan. Bhutan terminated its isolation perio
d in 1974, however it keeps the number of
visitors limited to less than 10,000 per year.
(source Bhutan National Papers -Kuensel-)
Japan ranks second regarding the number of
visitors in Bhutan compared to other countries,
and has been regularly supporting Bhutan
economically. For many years Japan maintains a
close relationship with Bhutan. (source Japan
Ministry of Justice, International Exchange
Funds).
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Index
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Chapter 1. The Kingdom of Bhutan
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1-1. Country Data
1.Country Name Druk Yul, Land of the Thunder
Dragon 2.Area 46,500km2(1.
1times the size of Kyushu island)
3.Population 658,000 people(year
2000?Bhutan Government Document)
4. Capital Thimphu
5.Ethnic Groups Drukpa 60, Nepal 20,
others 6. Language Dzongkha(national
language), others 7. Religion B
uddhism, others
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1-2. GeographyBhutan is surrounded by steep
mountains, which kept it separated from other
civilizations and protected the local culture
from foreign influences.
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1-3. History
Bhutan, also called the Land of the Thunder D
ragon, is very difficult to be visited because
of its mountainous location. In 1959 China put
an end to the close relationship Bhutan had
maintained with Tibet. In 1960 the first road
was constructed. In order to become a member of
the United Nations, Bhutan terminated its
isolation from other countries in 1974.
In 1982 the first airport was constructed in Par
o and the first airline was established.
In 1994, 3,900 people visited Bhutan. The gover
nment tried to keep the number of visitors low in
order to protect the purity of culture.
Currently, less than 10,000 people visit Bhutan
annually, and cultural exchange is very limited.
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1-4. Textile Culture
Long Heritage Since the beginning of the histor
y of Bhutan, textiles have been considered
among the highest forms of artistic and spiritual
expression. Unprecedented weaving methods and s
kills were developed which led to the creation
of textiles of unique beauty and craftmanship.
The Significance of Bhutanese Textiles
-Aesthetic Value Bhutanese textiles represent
the most intricate patterning of any textile art
in the world. -Unique Craftmanship The methods
and skill applied for the creation of these
textiles are unparalleled in textile art
history. -Functionality These were textiles tha
t played a critical role in all religious,
official and social events. -Spiritual Significan
ce According to the Buddhist scholars, symbols a
nd design elements represent glyphs of ancient
wisdom.
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Chapter 2 The Bartholomew Collection
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2-1. Collector and Contents
MarkO Bartholomew is a dedicated collector with
a deep admiration for Bhutanese textiles. Over a
period of 30 years he managed to put together the
most comprehensive collection of Bhutanese
textiles in the world. The Bartholomew Collecti
on dating from 17th century to the mid 20th
century, comprising some of the oldest and
historically most significant Bhutanese textiles
in the world. Among others -Earliest survivin
g throne covers from the Wangchuck Dynasty.
-Silk Dragon Crown of the second King of
Wangchuck Dynasty. -Rare ceremonial shaman tunics
. -Ceremonial dresses worn by nobles and royalty.
-Utilitarian fabrics with unique intricacy of de
sign and weaving techniques.
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2-2. Exhibitions and Publications
Museum for Textiles, Toronto, Canada.
1977 debut exhibition and publishing of
accompanying catalogue. Seibu Art Gallery, Toky
o, Japan. 1985 Thunder Dragon Exhibition featurin
g 150 pieces and book publication.
Institutions that have purchased textiles from
the Bartholomew Collection Osaka Ethnograp
hic Museum(Japan) Kiryu City(Japan) New Yo
rk Metropolitan Museum of Art (USA)
Minneapolis Institute of the Arts (USA)
Cultural Art History Museum of UCLA (USA)
Santa Fe Museum of International Folk Art
(USA) Toronto Royal Ontario Museum (Canada)
Toronto Museum for Textiles (Canada)
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2-3. The CollectionsThe Snow Lion
Collection Comprised of 50 extremely rare and
comprehensive pieces of Bhutanese textile
art.The Golden Phoenix CollectionContains
the 40 textiles presented in the book Thunder
Dragon Textiles from Bhutan, published by
Shikosha in Kyoto, Japan. The Zipata
CollectionConsisting of 108 pieces, which
include the Snow Lion and Golden Phoenix
collections and 18 additional pieces of the
highest quality and rarity.
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Chapter 3. The Bhutan Textile Art Museum
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3-1. Objective
Offer the Bartholomew Collection for sale to an
existing museum or other cultural organization
interested in expanding its operations and
capture new markets, or Sell the Barthol
omew Collection to any organization searching for
new growth opportunities and would consider to
develop a new museum for the exhibition of
Bhutanese textiles.
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3-2. Project Benefits1.Economic
EffectIncrease of sightseeing
tourism.Activation of accommodation and
transportation.Growth of food service and
retail business.Expansion of tourism supporting
industries.The rare textile collection will
raise the publicity of the area. 2. Cultural
Effect - In order to establish cultural sister
cities between Bhutan and Japan, cultural
exchanges between students, scholars etc. should
be promoted. - Emphasis on the production of
merchandise inspired by the unique motifs of
Bhutanese textiles. - Bhutanese culture is not
represented anywhere in the world. A Bhutanese
cultural facility in Japan will not only promote
Bhutanese history and culture locally, but also
internationally through Japans international
community and tourism.
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3-3. Basic Direction
The proposed marketing mix will activate the
economy and increase the cultural value of the
area selected for the Bhutan Textile Art Museum.
1. Location An already established sightseeing a
rea with regular visitors, easy access and
accommodation infrastructure. It is
important for the project to take advantage of
existing developments in tourism.
The ideal location should be 2-3 hours drive
from a major metropolitan area in order
to secure visitors regular influx.
A mountainous, high altitude area that will
remind visitors of the landscape of Bhutan.
2. Facility Composition The volume of the exhi
bits should be adjustable to the number of
visitors. Museum profile permanent exhibition,
gallery, shop, café, event hall.
3.Communication Seasonal communication strateg
y in order to achieve the appropriate target.
Possibility to lend exhibition to city museums
or department store galleries in order
to raise income for communications.
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3-4. Place
A popular sightseeing location with tourism
infrastructure. ?accommodation, transportation,
entertainment facilities for greater effect.
High altitude location with a lot of greenery t
hat is reminiscent of the Bhutanese landscape.
?Sensual experience of Bhutan will enhance the
museums appeal. A location which is attracti
ve in all seasons with many visitors throughout
the year. ?Minimize seasonality risk.
Proposed locations that meet the above criteria
Nasu Plateau Karuizawa Izu Plateau Utsuku
sigahara Plateau
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Nasu Plateau(Tochigi Prefecture)
Annual Visitors Approximately 4.6 million
people
Diana Garden / Queens Museum
The Museum of Antique
The Museum of Galle
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3-5. Museum Outline

• Permanent Exhibitions
• Consisting of one or of any combination of the
  Bartholomew Collections.
  
• Special Exhibitions
• Guest exhibitions related to Bhutanese art,
  history and culture, ethnic textiles and
  ceremonial clothing.
  
• Learning Center
• Consisting of a library of books and other
  publications related to textile arts and
  workshops where visitors can learn about textile
  making techniques and the relationship of
  textiles to tradition, economy, environment and
  lifestyle.
• Museum Shop
• Exhibition related merchandise will be available
  for purchase.
  
• Café/Restaurant
• A resting space where standard and Bhutanese
  beverages and light meals can be enjoyed.
  
• Event Hall
• A multi-function space that could be used for
  special events organized by the museum or
  available for leasing from third parties.
  

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3-6. Seasonal Operation
With a specialized marketing mix for each season,
visitors are expected all year round.
Source Karuizawa Sightseeing Visitors
Statistics
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Off-season
On-season
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3-7. Recommended Architects
The use of famous architects for the Bhutan
Textile Art Museum will increase the cultural
value of the facility.
Proposed architects - Neil M. Denari - Yoshio
Tsaniguchi
Frank O. Gehry - Nigel Coats
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Neil M. Denari
Director of the Southern California Institute of
Architecture. Internationally famous American
architect, whose radical and unique design is
highly appreciated in Japan. One of his famous
works is the proposal for the Tokyo International
Forum design competition.
Yoshio Taniguchi
Famous for designing many museums such as Horyu
Temple Treasure Building of Tokyo National Museum
in Ueno and the Toyota Municipal Museum of Art in
Nagano Prefecture. He has also designed many
other famous cultural facilities like libraries
and memorial halls. He is the architect of the
new New York Museum of Modern Art which will be
opened in 2005.
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Frank O. Gehry One of the internationally accla
imed architects who has designed museums all ove
r the world. His projects include the Guggenheim
Museum in Bilbao, the Vitra Museum, the Wiseman
Museum and others.
Nigel Coats An architect with an outstanding back
ground in entertainment, retail and exhibition
projects. His works can be found all over the
world. Some of his projects include the Wall in
Tokyo, the new gallery of the Geffrye Museum in
London, the National Center of popular music in
Sheffield as well as the shops of many famous
fashion designers like Jasper Conran an Katharine
Hamnet.
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3-8. Area Economic Impact
45,000 visitors per year (based on Mercian
Karuizawa Museum and other related f
acilities) ? 1group of visitors consists of 3.5
adults (13,000 groups in total)
? 1group2 adults and 1-2 childre
n ? 13,000 groups x accommodation(?30,000 per
room on average)? about 400,000,000
13,000 groups x food and beverage(average meal
price3,0002.5meals)? 100,000,000
13,000 groups x souvenirs(?3,000 per family on
average)? 40,000,000 ? Income for the area i
s estimated about 540,000,000
? Cost related to linen service (assumption of
5 of accommodation income) 20,000,000
Cost related to food beverage service
(assumption 20 of accommodation income)
80,000,000