Turin’s Museum of Oriental Art (MAO) reached an unprecedented milestone withChiharu Shiota ’s The Soul Trembles exhibition(our review here), which opened on Oct. 22. In just 107 days, theexhibition recorded 100,000 visitors, a figure that is unprecedented in the museum’s exhibition history. The weekly average is around 5,000 admissions, with a peak of about 15,000 during the Christmas vacations, figures that confirm the effectiveness of the cultural programming and museological strategy recently adopted by the Turin institution.
The exhibition’s success is closely linked to MAO’s ability to combine scientific rigor, cultural vision and dialogue with contemporary audiences. The exhibition, developed in close relationship with the museum’s permanent collections, represents the culmination of a four-year journey in which MAO has introduced innovative exhibition and performance practices, gradually modifying its cultural offerings and attracting an increasingly young and diverse audience.
The Soul Trembles is characterized as a radical intervention on the spaces of Palazzo Mazzonis, interacting with the objects of the collections and transforming the perception of the museum space. Chiharu Shiota’s work explores universal concepts such as identity, relationship with the other, life and death, stimulating reflections on the most intimate and vulnerable dimension of the human being. This thematic depth has intercepted a wide and transversal audience, consisting not only of regular visitors and art enthusiasts, but also of young people between 20 and 29 years old and people who rarely visit exhibitions, with school groups participating.
The result is also reflected on the digital level: the MAO’s online community has been growing steadily, with an increase in newsletter subscribers and consolidation of presence on social networks. In particular, Facebook and Instagram saw a marked increase in organic visibility, a sign of continued and diversified audience engagement. The exhibition gained wide media coverage, with constant coverage in the press, digital media and specialized channels, strengthening the MAO’s positioning locally and nationally. The exhibition project was able to dialogue with visitors through a language that combines artistic and cultural intensity with an immediate communicative impact, also bringing non-traditional audiences closer. This approach has been further enhanced by a digital communication strategy and a focus on accessibility, elements that have contributed to making the museum recognizable and akin to the sensibilities of contemporary audiences.
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| Chiharu Shiota at MAO Turin, impressive numbers: 100,000 visitors in 107 days |
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