As of this April, the Instagram feed of the Perrotin museum now follows a recurring scenario: the public facing the art, as part of the new strategy for this social platform.
In collaboration with the creative agency BETC, Perrotin found a way to make their posts evoke the desire “to see what’s behind” the person, as the artwork isn’t entirely revealed at first, being partially blocked by the viewer.
The #backtoart #backtogalleries posts give a glimpse of the exhibitions. The back views of people facing the artworks plays with the conventional codes of social media and places the art at the center of interest.
“While Instagram posts usually reveal the entirety of the artworks and exhibitions, we want to reveal them progressively on our feed, as a way to make people want to see more. Our Instagram feed invites viewers to witness art actively instead of passively,” said the museum, and added “We want to encourage people to visit galleries and experience art in real life. When visitors are in presence of art, we invite them to embrace a new attitude by simply facing the art instead of facing the camera.”
On the occasion of the release of this new strategy and the Takashi Murakami solo show at Perrotin New York, an ad campaign was also launched in the streets of Manhattan, using digital billboards on the bus stop shelters to invite people to come visit the exhibition.
