A new "immersive" museum has opened in the heart of Stockholm. It showcases digital and physical art, tailored to the Instagram generation – complete with an AI perfume.
It has been a long journey to this date, which makes it much more emotional than when we started Fotografiska, says co-founder Janne Broman.
The day before the opening, the building is still under construction at Museum by Naom. Founders Janne and Angelica Broman's latest venture is art experiences that are "immersive". The Anglicism is difficult to translate, but the concept has become trendy in the art world in recent years, with immersive exhibitions that "wash over" visitors.
"Triggers multiple senses"
It is a holistic experience that triggers multiple senses. It doesn't necessarily have to be a photo exhibition. Many think it has to be digital, but we're trying to build as many types of worlds as possible, says CEO Angelica Broman.
Museum by Naom combines a bar, design shop, and exhibitions with a perfume machine generated by AI technology that creates scents based on personality.
TT: How important is it that it is social media-compatible?
It's a wrestling match, says Janne Broman.
Whatever we do, we want it to be as flawless as possible, and that in itself is compatible with social media. But the goal is to create world-class experiences, says Angelica Broman.
Overabundance of plastic
A more analogue exhibition is Karolina Henke's "Roots of reflection". A room full of plastic and "fast fashion" contrasted with a room full of moss and dresses made of cones. Henke has gone from being a fashion photographer to a "craftivist", and hopes that the works can encourage reflection on how reckless consumption leads to climate change and creates more refugees.
We must think as if we live on an island. If we do something stupid over there, it will affect us later, says Karolina Henke.
Fotografiska's founders Angelica Broman and Janne Broman are behind the venture Museum by Naom, which opens on 20 June in Stockholm.
3,200 square metres with 6 exhibitions from the start and 14–20 exhibitions planned for the future. Three stages with programmes planned from autumn 2024.
Address: Sergelgatan 8, Stockholm
Summer opening hours: Monday-Sunday, 08.00–22.00 (also open during the Midsummer weekend)
AI perfume costs around 400 kronor on top of the entrance fee.
Opening exhibitions include:
Vince Fraser and Ursula Rucker, "Aṣẹ: Afro frequencies"
Karolina Henke, "Roots of reflection"
Hanna Ljungh, "How to civilize a waterfall"
Theresa Reiwer, "Decoding bias"
Fredrik Gran, "Robot synth musician"
Guillaume Marmin, "Oh Lord"
