CONNECTING PEOPLE TO IDEAS AND TO EACH OTHER
CONNECTING PEOPLE TO IDEAS AND TO EACH OTHER

Our Exhibition Embraced Selfies, Snapchat and Shopping Malls—and Went Viral

In the Overheated Art World, Social Media Give Millennials New Tools For Engagement

In some art museums, taking photos is forbidden. But using Snapchat, Instagram and other social media were actively encouraged at the exhibition One World Exposition #like4like, featuring 18 millennial media artists from Hong Kong and mainland China, at K11, a shopping mall blended with art galleries. It attracted more than 15,000 visitors within two months. It also went massively viral on social media. Photo courtesy of @wlwonglamb/Instagram.

Even a few years ago, galleries and museums that showcased their collections via Instagram were a minority. Now Instagram is ubiquitous. Cellphone cameras have officially replaced sketching among museum-goers. Social media mediates everything. And many art institutions have acknowledged the role of social media as a key aspect of audience engagement. To shape that role, art engagement, branding, and promotion all deserve a thorough reconsideration.

I learned more about how to do that a few months ago, through a show I curated called One World Exposition #like4like. The exhibition, which …

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