Digital
Van Gogh BnB
Art Institute of Chicago / Airbnb · 2016
- Agency
- Leo Burnett Chicago
- Campaign
- Van Gogh BnB
Analysis
The Art Institute promoted its Van Gogh exhibition with a room modeled on The Bedroom and listed on Airbnb. This image shows the room itself.
ParticipationPlatform fitPhysical recreation
Why it worked
The room changed a familiar painting into a place someone could book. Its furniture and painted surfaces made the promise visible before a visitor entered the museum. An Airbnb listing gave the recreation a useful role beyond a photograph. The booking idea made the exhibition easier to discuss and share.
Lesson
Turn the subject of an exhibition into an experience on a familiar platform.
Image source
© Art Institute of Chicago / Airbnb. Shown for study and commentary.
Not affiliated with or endorsed by Art Institute of Chicago / Airbnb.