@RE-ART. HOW TO MIX A VIRTUAL TOUR, ARCHIVING AND A SOCIAL MEDIA STRATEGY ON THE WEB TO INVOLVE A NEW PUBLIC AND BRING AWARENESS TO THE MUSEUM AND THE EXHIBITION

The forced closure of cultural realities, dictated by the Coronavirus emergency, generated new needs for urgent solutions. Italy has heavily suffered as everything has been interrupted: exhibitions, trade fairs and museums, between more or less hard lockdowns and #iorestoacasa. From the spread of the virus, that thanks to vaccines sooner or later will begin to wane, to the spread of beauty that will help us revive the world. This is the path to follow and Italy a generator of beauty since ancient times, will have to be at the forefront of this mission. The reason is soon to be said. The aesthetic emotion brings man closer: the first sensation we experience in front of something beautiful - whatever it is - is that of not being alone. To encourage the meeting of beauty and people, many have done their utmost, let's think for example of the campaigns #museichiusimuseiaperti, #laculturanonsiferma, #MuseumFromHome, so well organized as to successfully substitute real life visits to museums and galleries, at least for the moment. Thanks to digital technology that allows activities to be carried out in places of art and culture and the distribution of content by all the main cultural institutions through social media. For the first time, the doors of the Web open wide and present to the public, through viewing rooms and virtual exhibition spaces, shows of all kinds. Broadening the horizon, the same choice is made by art galleries around the globe. Changing only the exhibition spaces, no longer physical but digital. Thanks to immersive 3D technology, one can enjoy the sensations and atmospheres of traditional visits. Therefore, the cultural mission of museums is not interrupted, rather it is strengthened and new projects are born exclusively for the Web that follow the themes of the moment. The @Re-Art project fits into this scenario which aims to combine the dynamism of multimedia and digital means of communication (webinar, podcast, social network, virtual tour, and exhibitions intended for the Web) with the uniqueness of the carefully archived heritage from Milanese exhibitions of the past two decades. A way to make them accessible, galvanize them and bring them into circulation, making them live again.