DESIGNING MUSEUM EXHIBITION’SCOMMUNICATION: REPORT AND RESEARCHANALYSIS

Abstract

Between March and August 2022, the NationalMuseum in Lublin mounted the first in Poland exhibition ofthe Polish painter Tamara Lempicka. The number of publicwho visited it reached 86,667, which made it an event of thehighest turn-out in Poland.An attempt to analyse the wonder of Lempicka’s communicationsuccess, the unwavering interest in her personalityand art, has been made by the Author. This effortwas helped through reaching the current carriers of herbrand, namely contemporary fashion designers, authorsof adverts, films, or literature pieces. The Author analysedthe results of the research conducted during the Exhibition,amounting to 1,544 surveys in total. The study’s purposewas to verify public’s satisfaction, locations visitors hadcome from, source of information on the Exhibition, efficiencyof the Museum’s communication endeavours,and the public’s profile. The visitors considered thefollowing to have been the Exhibition’s strongest points(by order of preference); exhibits, topic, layout, narrative,curator’s concept, and the design. Interestingly, when theExhibition was open to the public and the advertising andinforming campaign was being implemented, the administratorsof social media observed a significant increase inthe number of visitors, The Facebook profile witnessed theincrease by 54.8 per cent versus the previous five months,while the Instagram account’s visits grew by as many as202.6 per cent.Furthermore, also the campaign promoting the eventwas analysed; it was not limited either to the Internet orexternal advertising, but was also conducted at the venuewhere the Exhibition was held. The power of socialmedia was efficiently used and consciously managed by theExhibition organizers, which substantially contributed to popularizingthe project.