Opinion / Chiara Rimella
Playing to the gallery
I owe my love of art to my parents. If they hadn’t taken me to exhibitions as a child and thought of ways to make me care about what I was seeing, I wouldn’t enjoy galleries as much as I do today. In Italy in the early 1990s, very few museums had come up with a strategy to engage young visitors; audio guides were the height of multimedia innovation and parents were hard-pressed to find any kind of programming aimed at children.
My mother took matters into her own hands. In front of massive Renaissance paintings she would ask me to spot animals hiding in the foliage; inside Florence’s frescoed convent of San Marco I was told to imagine a Fra Angelico-painted room as my own. Today a thriving industry of art-themed goodies has emerged at museum gift shops and plenty of institutions have developed interactive games to stave off boredom among younger audiences. Yet the conversation around “reaching a new demographic” has largely centred on how much a gallery or museum is willing to veer into the digital realm.
When I learnt that the V&A’s Museum of Childhood in east London was rebranding as the Young V&A, I worried. Would this wholesome slice of nostalgia, with its displays of wooden toys, be relegated to the past? In fact, the aim of its £13m (€15m) refurbishment is to turn the venue from somewhere that’s dedicated to the social history of childhood to a museum for children: a place where they can view works, such as David Hockney prints, in a space that’s framed for them. The repurposed gallery, opening in 2023, will encourage children to get stuck in – to play, design, draw. I hope that it won’t feel compelled to sell NFTs of its collections. Often, making a new generation fall in love with art is just about addressing them directly and, sometimes, asking them to find the monkey hiding in the painting.