The city of Paris has turned to the stars of social media to promote its museums and galleries, calling on some of Instagram’s most popular users to draw crowds to its top institutions.
In an effort to leverage the power of Instagram, Paris Musées, which manages 14 of the capital’s municipal museums, commissioned 10 Instagrammers to re-create classic artworks in their own image.
Birthed by digital marketing agency Kindai, the effort is aimed at promoting Paris Musées recently launched digital collection, with the social media influencers from various art backgrounds putting their own spin on the works.
The move follows on from a 2014 study by Kindai, which found that cultural institutions in France benefitted most from Instagram posts, accounting for about 53 per cent of related Instagrammer visits.
The recreated Instagrammer collection will be put on display until 31 July at Paris’ Gare Saint-Lazare train station. Paris Musées is also encouraging passersby to contribute their own versions of the classic works and to use the hashtag #ParallelesParisMusées.
