Städel Museum: “Monet and the Birth of Impressionism”

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DDC Grimme Online Award 2015 The Lovie Awards 2015

The digitorial for the exhibition “Monet and the Birth of Impressionism”

The Städel Museum in Frankfurt is now following the example of the Schirn Kunsthalle Art Gallery with a second digitorial made by Scholz & Volkmer. This time it is about "Monet and the birth of impressionism". The digitorial is a contemporary extension of the integrated campaign which taps new target groups for a "classical" cultural proposition. The users are introduced to the topic of the exhibition in a targeted manner and learn interesting facts about the cultural and historical background, the era, the style and the artists. There is a visual focus on the main content areas, which are displayed in scroll-sensitive type. As a "reward" at the end, the digitorial reveals a special feature of the exhibition or one of the works of art – an original added value that enhances the museum visit.

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