Capture the charm and excitement of museums and their artworks during the closing time is the challenge of the international movement nicknamed #empty.
Using a smartphone and the app Instagram, a group of creative Instagramers (igers) tells the feeling you can have going through and living the experience of an empty museum without the presence of other visitors.
The project rises from an idea by the American Dave Krugman who in 2013 managed to have the permission by the Metropolitan Museum in New York to visit the building during the closing time. Krugman took the chance and invited other igers, who started to take photographs along the deserted rooms of the Met and shared them on the network: therefore #emptyMET was born.
The results were surprising: the works of art belonging to one of the most important museums in the world captured in their solitude, immersed in a completely empty environment where the image of the desert architecture of the museum becomes something unusual and unique, as if the museum itself became a new work of art.
In a very short time thanks to the success of the Instagram network #emptyMET comes to the attention of the main international Instagramers and in 2014 is the Royal Opera House in London , the most prestigious opera house in the world, which host the #empty movement. Then followed the most important places of art and culture in the world: the Guggenheim Museum, the Louvre Museum, the Bolshoi Theatre, the Tate, the Fondazione Prada and the Musée d’Art et d’Histoire.
In all of this the word ``empty`` can refer just to the name of the movement, because actually the movement ``empty`` can fill the void in a very innovative way.
It is that of Instagramers that can take advantage of a unique and exclusive moment, to go through the museum without visitors. When a space is occupied by a crowd of people, often the beauty of its architecture tends to fade into the background, on the contrary when you are alone you can experience an unrepeatable sense of creative freedom.
The second requirement regards a museum or a cultural institution which can be promoted on the network in an unconventional way, offering to the public an extraordinary view of its architectural and artistic heritage and gaining exposure.
Through the clever use of social media the cultural heritage can be connected with a young new audience, which is nicknamed “digital native” and often is far from the world of museums and cultural spaces in daily living.