(by Cinzia Conti).
Rome's National Gallery of Modern
and Contemporary Art is launching #ScrollTheExhibition, a
virtual exhibition on its official Instagram profile
@gallerianazionale.
The show's idea is to make available on everyone's smart
phone the show #MuseumBeautyContest, which showcases the
museum's masterworks through more than 150 photos with posts on,
among others, Giovanni Boldini's portraits of Giuseppe Verdi and
Mademoiselle Lanthèlme, to Dante Gabriele Rossetti's painting of
his muse Jane Morris and The Three Ages of woman by Gustav
Klimt.
The Museum Beauty Contest is an initiative by artist Paco
Cao, promoted by the gallery's director Cristiana Collu, to
select online the finalists of a virtual beauty contest among
the protagonists of the gallery's portraits with the election of
a Miss and Mr National Gallery on March 27.
And the masterworks at the center of this show, including 70
stunning portraits, become available to virtual viewers on the
social platform in hopes of encouraging them to actually visit
the gallery, organizers said.
The museum's director, Cristiana Collu, told ANSA that, "this
project, which is simple yet innovative, is part of a digital
evolution the National Gallery started in June 2016, when it
opened a new website and developed a strategy" for social
networks.
"In this way, the Gallery and its projects can be experienced
from a multitude of points of view" and shared online, said
Collu.
Indeed, with over 150,000 clicks a week, the Gallery's
Instagram account, which opened in June 2016, has been acquiring
on average 300 new followers every seven days.
Followers are on average aged 18 to 34 and live in Rome.
And a new Instagram profile will specifically target a teen
audience, Collu said.
"Learn from teens. Teens teach us" is the slogan of the
gallery's new Instagram profile @lagallerianazionaleteens".
photo: Boldini's portrait of Verdi
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