100 Details

Yves Saint Laurent ad placed inside the dust jacket of 100 Details from Pictures Inside the National Gallery (1938).

Moving in to the 21st century, ‘visitor experience’ has become more of a curatorial priority. Audiences are now a valuable detail in the gallery or museum – who strive more than ever  to design an experience that lets the viewer bring themselves to the work.

Brands have a long and successful history of engaging with people in this way. We will therefore likely see these two worlds blur into each other as time goes on.