《外刊精读》创业者们仍想在沉浸式艺术领域下大赌注

l 沉浸式展览是近年很火爆的一种文化现象，强调给与参展者创造一种身临其境的艺术体验，曾经在上海、东京等地举办过的国际“雨屋”展，吸引了一大波年轻人争相前往体验“科技雨” 。疫情之下，很多传统博物馆面临着生存窘境。在这种情况下，还是有不少投资者，以赌徒心态投资沉浸艺术领域，看好这一行业的未来。沉浸式展览曾经有哪些爆款？是什么想让投资者放手一搏？专业人士对此持有怎样的不同看法？一起来听今天的讲解。  英文原文  Entrepreneurs Bet Big on Immersive Art Despite Covid-19  尽管疫情犹在，创业者们仍想在沉浸艺术领域下大赌注  By Zachary Small  Even as the pandemic takes its toll on tourism, immersive museums are expanding to new cities and wooing investors willing to gamble on the future of the emerging industry.  尽管疫情对于旅游业的负面影响还在，但沉浸式博物馆却正在向新城市扩张，努力争取让投资者为这一新兴行业的未来下赌注。  Fotografiska opened in December 2019, welcoming visitors to view photography exhibitions in a boozy clubhouse atmosphere complete with midnight D.J. sets. The coronavirus pandemic has brought an end to the party, but not to the Swedish company's dreams of dotting the world with its for-profit museums.  2019年12月，纽约的福托格拉菲斯卡摄影博物馆面向公众开放。这里的展厅像一个弥漫着酒气的午夜俱乐部，甚至还有DJ现场表演，参观者们就在这样的氛围中观展。疫情给这场狂欢划上了休止符，但是这家瑞典公司的梦想并未就此终结——它希望自己的营利性博物馆能遍及全世界。  While traditional museums are discussing closures and mergers, the for-profit industry around immersive art is investing hundreds of millions of dollars into a business that currently has no audience because of the pandemic.  眼下，传统的博物馆大多在考虑停业或并购。疫情之下，沉浸式艺术也受众寥寥。其周边盈利产业却依然为其投资，金额达数亿美元。  It's a gambit that has surprised market watchers, who see this gamble on the previous triumph of experiential art — Random International's Rain Room, which had thousands waiting for hours to experience a technology-generated rainfall — as difficult sell in a pandemic environment.  投资者的这一险招让市场观察者瞠目结舌。因为他们眼看着兰登国际公司策划的“雨屋”展览，曾一度炙手可热，有成千上万的人排队数小时等着体验“科技雨”，到疫情期间则门可罗雀。  "Art is a risky enterprise, and in a period of distress, it's exactly the wrong time to expect more investment," said William Goetzmann, a professor at Yale University. "If you are a nonprofit, you can appeal to donors to safeguard cultural heritage. If you are a for-profit company, an investor expects a return that's commensurate with the risk."  耶鲁大学教授威廉姆·格茨曼说：“艺术是有风险的事业，像现在这样的困难时期，显然不是个期待更多投资进场的好时机。如果你是非盈利性的机构，可以呼吁捐赠者保护文化遗产。但如果你是营利性的公司，投资者往往期待着与风险相称的回报。”