Chiara Ferragni still for museums: invitation to go to Ambrosiana when it reopens

It’s boom again on social media for Chiara Ferragni’s new... museum foray. In fact, the influencer from Cremona went to the Ambrosiana in Milan yesterday, visiting both the Pinacoteca and the Library, together with the tour operator ifexperience, which had already “taken care” of her other visits to cultural institutions in the past. “Today,” Ferragni wrote, “with my friends from ifexperience, I visited the Pinacoteca Ambrosiana and the Biblioteca Ambrosiana for the first time. The Pinacoteca will open to the public next Thursday and is a real gem: don’t miss it if you have never been there!”

Chiara Ferragni therefore extends an invitation to the public: go visit the museums now that they are reopening. Can influencers therefore be used to entice people to go to places of culture again? This is the question that, for sure, is bouncing among insiders in these hours. Not least because this time Ferragni has exhibited on social media some works that are perhaps not so well known to the people of Instagram: so here we have Caravaggio’s Basket of Fruit, the monumental Federiciana Hall of the Library, Leonardo da Vinci’s Portrait of a Musician, a sheet of the Atlantic Codex, the sculptures of the Cloister of the Magni Spirits, Raphael’s cartoon of the School of Athens, and the polyhedra drawn by Leonardo for Luca Pacioli’s De divina proportione. Would anyone have bet on the possibility of seeing a Renaissance geometry treatise on Ferragni’s Instagram account?

In the meantime, the Uffizi is also back talking about Chiara Ferragni, and they are doing just that today by reporting some data: if the post that garnered the most likes (“like”) on the Gallery’s Instagram account in 2020 was the one dedicated to Botticelli’s Venus, published on November 5, 2020, the day the second lockdown for museums began, the one with the most comments (3.855), greatest number of views (455,900), with the most interactions (49,800), and which resulted in the greatest acquisition of new followers (1,111) was precisely Chiara Ferragni’s snapshot with Venus, published on July 17, 2020, the day after the influencer visited the Gallery.

According to Uffizi Director Eike Schmidt, “Instagram, our most international social channel, with more than 66 percent of followers from every corner of the world confirms itself as a true window to the world for the Uffizi Galleries. Every day we offer an image of the collection with a text: sometimes it is a piece of literature, sometimes we offer a philosophical debate, sometimes a historical, social or artistic reflection. In this way, in addition to promoting knowledge of our treasures, we want to inspire our audience to reason, to converse, and to see the world with different eyes. And of course to become passionate about art and culture.” So does the road to museum reopenings also pass through social and influencers?

Chiara Ferragni still for museums: invitation to go to Ambrosiana when it reopens

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