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The Palazzo Grassi Teens Case - Museum Next 2015

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The Palazzo Grassi Teens Case - Museum Next 2015

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The Palazzo Grassi Teens Case: Authentically Digital and Necessarily Analog, Marina Rotondo, Head of Education and Publications, Francois Pinault Foundation and Federica Pascotto, Education Consultant, Palazzo Grassi
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Teenagers are easily bored. They don’t like listening to adults but love expressing themselves via social media in front of large audiences. In 2013, Palazzo Grassi started developing an engagement strategy looking for balance between in venue and online digital experience, something that was authentically digital in its concept and at the same time necessarily analogue, having the physical experience of the artworks as its starting point and at its core.

The Palazzo Grassi Teens Case: Authentically Digital and Necessarily Analog, Marina Rotondo, Head of Education and Publications, Francois Pinault Foundation and Federica Pascotto, Education Consultant, Palazzo Grassi
--
Teenagers are easily bored. They don’t like listening to adults but love expressing themselves via social media in front of large audiences. In 2013, Palazzo Grassi started developing an engagement strategy looking for balance between in venue and online digital experience, something that was authentically digital in its concept and at the same time necessarily analogue, having the physical experience of the artworks as its starting point and at its core.

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The Palazzo Grassi Teens Case - Museum Next 2015

  1. 1. The palazzograssiteens
 project MuseumNext
 Geneva, april 2015
  2. 2. You were lying sprawled on the sofa in a jumble of cushions and crumbs. I’m striving for scientific accuracy here and have dispensed with literary flourishes. You had the computer open on your belly. With your right hand you were texting on your smartphone. Two fingers of your lifeless left hand still grasped the edge of a battered chemistry textbook that was on the point of disappearing forever down the back of the sofa into those shadowy nether regions where I once actually came across a raw frankfurter, a food of which you are particularly fond. The TV was on full blast, tuned in to an American series in which two hugely fat brothers were discussing, with a very limited vocabulary, how to rid a cottage of rats. You had your earphones on, plugged in to some iPod somewhere, and so it is in fact possible that you were also listening to music. I must have stood there looking at you for a full minute. I was trying to make out where that hyperconnected tangle of wires began and ended. At a certain point you became aware of my presence. You didn’t turn your head, you kept your eyes and ears fixed on your terminals and continued texting. But you did feel the need to say something to me. You said, “It’s the evolution of the species”. “Gli straiati”, Michele Serra
  3. 3. “It’s the evolution of the species.”
  4. 4. Who are teenagers?
  5. 5. Who are we? Palazzo Grassi Pinault Collection
  6. 6. Punta della Dogana Pinault Collection
  7. 7. Teatrino di Palazzo Grassi
  8. 8. Punta della Dogana, 2009-2011 “Mapping the studio”
  9. 9. Palazzo Grassi, 2013 “Rudolf Stingel”
  10. 10. Punta della Dogana, 2011-2012 “In Praise of Doubt”
  11. 11. Palazzo Grassi, 2014 “The Illusion of Light”
  12. 12. Punta della Dogana Palazzo Grassi Teatrino di Palazzo Grassi Late XVIII century Venetian palace Opened in 2006 2500 mq ca. Temporary exhibitions linked to the Pinault Collection 13 exhibitions 250 artists 120.000 visitors per year (average) 29 people in the staff (2 museums) Venice XIV-century landmark Opened in 2009 Former custom house of the Venetian Republic 3200 mq ca. Selections from the Pinault Collection changing every 18 months 4 exhibitions 120 artists 150.000 visitors per year (average) 29 people in the staff (2 museums) Late XVIII-century theater, annex of Palazzo Grassi Opened in 2013 35.000 visitors since its opening Auditorium with 225 seats 200 events per year (concerts, art talks, dance performances, etc.)
  13. 13. What’s on in our museums for young visitors? Events per year
  14. 14. age 11/18? Nothing special
  15. 15. A radical change was needed
  16. 16. Teens are not interested in what adults say
  17. 17. So we choose 
 to adopt a 
 peer-to-peer method
  18. 18. The Detto tra noi project
  19. 19. Detto tra noi The app
  20. 20. Detto tra noi: a videoguide by teens for teens
  21. 21. The project – step 1: Museum visits
  22. 22. The project – step 2: editorial meetings
  23. 23. The project – step 3: shooting and editing
  24. 24. A multitude of different contents, all produced 
 by teens
  25. 25. The balance between digital and analog
  26. 26. We foster a direct relation between art and its viewer
  27. 27. By adopting a device currently used by teenagers, and by reducing adults’ presence in the process, we encouraged critical approach and sought interaction. Method 
 P2P approach Tool: 
 a digital device
  28. 28. Feedback from the authors 154 teenagers participated in the project 20 teachers 80% of teachers believe the project changed the students’ approach to museums and contemporary art 95% of students believe the project 
 was interesting, funny and instructive and say they are willing to visit others museums in the future
  29. 29. Feedback from the users 1217 teenagers borrowed the tablet 98% of teenagers say they will suggest their friends to go see our exhibition and ask for the videoguide 92% of teenagers say they would love to be engaged in a project like this
  30. 30. We wanted more!
  31. 31. palazzo grassiteens
  32. 32. palazzograssiteens gioca infoartisti temi cerca › ›
  33. 33. Any suggestions?
  34. 34. You want to follow us! @Teens_PG Palazzo Grassi Teens Palazzo Grassi Teens teens.palazzograssi.it
  35. 35. Marina Rotondo marina.rotondo@palazzograssi.it @marina_rot Federica Pascotto fedepascotto@tiscali.it @FedePascotto8 Thanks :)
  36. 36. Spot the devs! 1 2 3 4 5 6

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