Mauritshuis' Museum Campaign Turns a Gallery into a Home Setting
Laura McQuarrie — July 12, 2014 — Marketing
References: mauritshuis.nl & creativecriminals
Visiting a fine art museum is a great way to soak up culture, but they have a reputation for being a little stuffy—but the Mauritshuis museum campaign proves just the opposite, turning one of its galleries into a place where you can really kick back and put up your feet.
As the iconic Girl with a Pearl Earring painting by Johannes Vermeer has been touring all over the world, Japanese professor Shin Ichi Fukuoka has been following it from museum to museum. To set the museum apart from all the rest, the Mauritshuis gallery where the Vermeer painting was situated was turned into an exact replica of Fukuoka's apartment. Since it's easy to come across a pretty good replica of iconic paintings like this, it's a brilliant way to show that art is not just to be enjoyed within the confines of a museum.
As the iconic Girl with a Pearl Earring painting by Johannes Vermeer has been touring all over the world, Japanese professor Shin Ichi Fukuoka has been following it from museum to museum. To set the museum apart from all the rest, the Mauritshuis gallery where the Vermeer painting was situated was turned into an exact replica of Fukuoka's apartment. Since it's easy to come across a pretty good replica of iconic paintings like this, it's a brilliant way to show that art is not just to be enjoyed within the confines of a museum.
Trend Themes
1. Immersive Museum Experiences - Museum campaigns transforming galleries into interactive and relatable spaces create immersive experiences for visitors.
2. Replica Art Installations - Using replicas of iconic artworks in museum installations provides opportunities for unique and engaging displays.
3. Breaking Museum Stereotypes - Challenging the perception of museums as stuffy and unapproachable by creating more relaxed and relatable environments.
Industry Implications
1. Art and Culture - The art and culture industry can explore innovative ways to enhance visitor experiences by transforming traditional museum settings.
2. Tourism and Travel - The tourism and travel industry can leverage immersive museum experiences to attract and engage tourists seeking unique cultural experiences.
3. Interior Design and Home Decor - The interior design and home decor industry can find opportunities in creating replica art installations that bring iconic artworks into residential settings.
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