Guggenheim Collection digitalized

About the practice: As the world faced the unprecedented challenges of the pandemic, the Peggy Guggenheim Collection pioneered in adapting its outreach by significantly enhancing its digital presence. Recognizing the necessity to maintain engagement with its audience, the museum reimagined its traditional activities such as "Art Talks" and "Children's Workshop" for online access, offering recordings and tutorials that audiences could enjoy from the safety of their homes.

In a bid to diversify its online offerings, the museum also launched new initiatives including an Art Quiz and readings from Peggy Guggenheim's autobiography, establishing a regular schedule that catered to diverse interests. The museum's social media strategy was revitalized, increasing the frequency of posts to daily, with the collaboration between the social media manager and an intern leading to the creation of "5 Facts" series, aimed at broadening the museum's appeal beyond art connoisseurs by sharing intriguing details about artists' lives.

About the institution:

During the pandemic, the Peggy Guggenheim Collection's weekly social media programming became a digital lifeline to the art world. With activities tagged with unique hashtags and content spanning the collection's vast repertoire, Peggy Guggenheim's life, and contemporary history, the museum's digital channels blossomed into a vibrant forum for art lovers.

Context:

Pre-pandemic, the Peggy Guggenheim Collection welcomed approximately 1,300 daily visitors. However, the global health crisis brought an abrupt halt to physical visits in March 2020, prompting the museum to seek innovative ways to sustain engagement with its audience.

Success factors:

The key to the museum's successful digital transition lay in its ability to connect, adapt, and foster a sense of community among its audience, particularly during times of isolation.

Target audience:

The initiative primarily catered to the general public, with a special focus on families and children seeking enriching activities during lockdowns. Initially targeting the Italian audience, the museum expanded its reach by offering content in both Italian and English, adapting to the changing dynamics of its audience.

Sustainability:

The museum's digital practices are notably sustainable, requiring minimal financial investment and leveraging existing online channels. The primary challenge lies in content creation, which demands additional time and may necessitate expanding the social media team.

Digital tools:

The transition to digital was facilitated by the use of accessible technological tools, primarily smartphones for content creation, ensuring that the process was straightforward for staff and interns alike.

Funding:

This digital engagement initiative was fully supported by the Peggy Guggenheim Collection's own resources.

Plans:

Leveraging its pre-existing audience and the digital momentum gained during the pandemic, the museum continues to explore opportunities for enhancing its online content, recognizing the unique challenges and opportunities presented by different cultural sectors.

Responsible

About the Practice:

As the world faced the unprecedented challenges of the pandemic, the Peggy Guggenheim Collection pioneered in adapting its outreach by significantly enhancing its digital presence. Recognizing the necessity to maintain engagement with its audience, the museum reimagined its traditional activities such as "Art Talks" and "Children's Workshop" for online access, offering recordings and tutorials that audiences could enjoy from the safety of their homes.

In a bid to diversify its online offerings, the museum also launched new initiatives including an Art Quiz and readings from Peggy Guggenheim's autobiography, establishing a regular schedule that catered to diverse interests. The museum's social media strategy was revitalized, increasing the frequency of posts to daily, with the collaboration between the social media manager and an intern leading to the creation of "5 Facts" series, aimed at broadening the museum's appeal beyond art connoisseurs by sharing intriguing details about artists' lives.

About the Institution:

During the pandemic, the Peggy Guggenheim Collection's weekly social media programming became a digital lifeline to the art world. With activities tagged with unique hashtags and content spanning the collection's vast repertoire, Peggy Guggenheim's life, and contemporary history, the museum's digital channels blossomed into a vibrant forum for art lovers.

Context:

Pre-pandemic, the Peggy Guggenheim Collection welcomed approximately 1,300 daily visitors. However, the global health crisis brought an abrupt halt to physical visits in March 2020, prompting the museum to seek innovative ways to sustain engagement with its audience.

Success Factors:

The key to the museum's successful digital transition lay in its ability to connect, adapt, and foster a sense of community among its audience, particularly during times of isolation.

Target Audience:

The initiative primarily catered to the general public, with a special focus on families and children seeking enriching activities during lockdowns. Initially targeting the Italian audience, the museum expanded its reach by offering content in both Italian and English, adapting to the changing dynamics of its audience.

Sustainability:

The museum's digital practices are notably sustainable, requiring minimal financial investment and leveraging existing online channels. The primary challenge lies in content creation, which demands additional time and may necessitate expanding the social media team.

Digital Tools:

The transition to digital was facilitated by the use of accessible technological tools, primarily smartphones for content creation, ensuring that the process was straightforward for staff and interns alike.

Funding:

This digital engagement initiative was fully supported by the Peggy Guggenheim Collection's own resources.

Plans:

Leveraging its pre-existing audience and the digital momentum gained during the pandemic, the museum continues to explore opportunities for enhancing its online content, recognizing the unique challenges and opportunities presented by different cultural sectors.

nstitution
Peggy Guggenheim Collection
Good practice link
https://www.guggenheim-venice.it/
Address
Palazzo Venier dei Leoni, Dorsoduro 701, 30123 Venice
Contact person on good practice
Maria Rita Carilli, Press office & Social Media Manager,info@guggenheim-venice.it