Based on the request of the City Hall, how to make contemporary art a popular event?
Meet the emerging aspiration for people to “feel” the art and to “live” the art rather than just contemplating it.
By inviting them to discover a place instead of a catalog.
By positioning the museum like a consumer good, focusing on the promise of pleasure.
By creating a unique message that makes contemporary art accessible.
So we launched the campaign with its signature “Art Attack”.