We achieve a fresh and engaging impact using a fluid brushstroke, a playful message and an accessible style that, far from downplaying the prestige of the artwork on display, helps to reassure newcomers and “lure” them over the threshold. Illustration by Giovanna Mathis and Matteo Franco.
Maxxi Permanent Collection campaign / Advertising / MAXXI National Museum of 21th Century Arts
A major policy decision aimed at attracting a wider audience and at encouraging viewers to make enjoying contemporary creativity a regular habit.
What we did