One museum in Vienna is keeping up with digital standards of a constantly changing society. The arty site offers an environment predominantly tailored to youthful demographics. They’re encouraged to share their experience online so that they can incorporate their precious screen time into their visit.
“The number of young people going to a museum has fallen, so we are trying to combat that with social media,” says the co-creator of nofilter_museum, Petra Scharinger. “They prefer to live online instead of interacting with the real world.”
Going with the flow
90 percent of teens in the United Kingdom are linked to social media of some form or another – be it Instagram, Facebook, YouTube, WhatsApp, Twitter, or Snapchat.
Scharinger is taking advantage of this phenomenon by making a museum that accounts for what young social media users might look for when venturing out of the house. There are two dozen unique rooms at the museum. It’s packed with engaging displays, colourful illuminated walls, massive works of art, ball pits, floral patterned walls, confetti, and decorative items of food such as cupcakes.
Although several social media influencers have mentioned their intent on doing shoots at the museum, it’s debatable as to whether or not drawing forth influencers is actually a good move, as typically well-known influencers are linked to certain brands. A lot of social media marketing usually remains low-key and implicit.
In any case, drawing from stats of other social media-appeasing museums, Scharinger predicts daily visits from 300 to 500 people.
“I think it’s the future of museums,” says Scharinger. “The main point is that it’s not only about selfies, but also about having a good time, being able to interact while experiencing art. I do think that people spend a lot of time on their phones and that’s why we try to combine that with something real and something fun. But I don’t think it is our responsibility to educate them”.