The American Museum of Natural History (AMNH), a major scientific and cultural institution, has taken a major photography exhibition on the road to a series of retail destinations in Colombia.
Shopping malls are seen as important gathering spaces places for communities in Latin America. They are a key component of social interaction. The Colombian market is restricted in terms of available entertainment options, so shopping precincts are popular places for families to get together.
A new reason to visit
Parque Arauco is a developer and manager of shopping destinations in South America. By creating shopping malls in Chile, Colombia and Peru that are custom-planned to the neighbourhoods they are based in, the company aims to create spaces that improve the quality of life for local residents.
With Colombian malls having to close due to the global pandemic, Parque Arauco searched for a solution to encourage shoppers to return to its development, resulting in the installation of the Microsculpture experience.
Deputy Marketing Manager of Parque Arauco Colombia Division, Maria Carolina Londoño says “At Parque Arauco, we are aware of the important role of shopping centres in the community and our contribution to the quality of life and the development of cities, which was undoubtedly severely affected by the Covid-19 pandemic. Microsculpture allowed us to begin to close those gaps, regain the trust of visitors and once again become a provider of unique, high-quality experiences.”
The finer details
The intricate photography display provides shoppers with a brand new perspective on insects, encouraging audiences to discover and appreciate the inconspicuous details of insects in an innovative and engaging exhibition space.
Visitors are encouraged to understand the global importance of insects through the beauty of photographer Levon Biss‘ work in the vibrant cultural experience.
Conceived as a flexible panel show by the American Museum of Natural History, Microsculpture can be easily adapted to fit different spaces.
Parque Arauco plans to tour the exhibition across four malls with varying floor space availability. The exhibition meets Parque Arauco’s goals of providing a unique opportunity for visitors in an accessible way following a difficult time. Parque Arauco reports that audience reception has been positive, with visitation targets being exceeded at both its Bogotá and Bucaramanga locations by more than 100%.
Attendance to the four malls has now returned to pre-pandemic levels, partly due to Microsculpture’s success in encouraging return visits.
“I felt honoured for Microsculpture to come all the way to Colombia,” says Levon Biss; “I am blown away by how the exhibition has been embraced by Colombians. To be able to make a difference or inspire someone through my work so far away from home is a beautiful thing.”
Microsculpture is one of a number of travelling exhibitions offered by the American Museum of Natural History, with other displays including Sharks, Unseen Oceans, and The Hidden Beauty of Seeds & Fruits.
Images: Parque Arauco – Colombia Division
