Perrotin: Perrotin

Credits & Description:

CLIENT: GALERIE PERROTIN
CLIENT MANAGEMENT: VANESSA CLAIRET, RAPHAEL GATEL
AGENCY: BETC
AGENCY MANAGEMENT: FANNY BEGUERIA, CINDY MONTEIRO
ART DIRECTOR: CAROLINE GRIMPREL
ACTIVATION STRATEGY: MATTHIEU BOUILHOT
PLANNER: LENNIE STERN
Published: April 2018
Synopsis:
Beginning in April, 2018, the Perrotin Instagram feed now follows a reoccuring scenario: the public facing the art.
The posts evoke the desire « to see what’s behind » the person. The artwork isn’t entirely revealed at first, like something beautiful you can’t fully grasp.
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.
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 starts today in the streets of Manhattan. The digital billboards on the bus stop shelters invite people to come visit the exhibition.