French Museums Host Visitors Virtually via TikTok

A TikTok logo is displayed on a smartphone in this illustration
taken Jan. 6, 2020. (Reuters Photo)
A TikTok logo is displayed on a smartphone in this illustration taken Jan. 6, 2020. (Reuters Photo)
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French Museums Host Visitors Virtually via TikTok

A TikTok logo is displayed on a smartphone in this illustration
taken Jan. 6, 2020. (Reuters Photo)
A TikTok logo is displayed on a smartphone in this illustration taken Jan. 6, 2020. (Reuters Photo)

The covid-19 pandemic has urged many cultural landmarks to fashion new means that keep them in touch with their audiences despite the global health restrictions. French museums signed a partnership with TikTok in order to widen their popular base among the app's users, mostly teens, a report by AFP said.

The partnership aims to offer TikTok users, aged between 15 and 25 years, the opportunity to learn more about these landmarks including the Place of Versailles, and the Musée du Quai Branly, and to encourage them to visit these places personally later.

The platform, which launched in 2016 and gathered around 100 million users in Europe, plans to expand the Culture TikTok season after its remarkable success.

From 14 to 20 December, the application streamed live shows from museums. One of these shows compared the shields and protective equipment of soldiers used during World War I and those used during the Napoleonic era at Les Invalides Museum. Another showcased an exhibit about the late French actor Louis de Funes at the Cinematheque, and a third offered a tour around the collections of the Picasso Museum.

The Citroen DS from the famous film trilogy Fantômas got 376,000 views and 8,940 likes from TikTok users, while the feathered Big Chief costume, inspired by the "Mardi Gras" carnival in New Orleans, got 168,000 views and 2,784 likes.

About 100,000 TikTok users around the world attended the dance performances at the Palais de Chaillot on December 15, the day France planned to reopen art galleries.

"This partnership helped empower the cultural landmarks that didn't have enough followers on social media, stream their first live shows," Eric Garandeau, TikTok's manager of public affairs in France Eric Garandeau told AFP, noting that ads about these cultural venues have been appearing on TikTok.

Now that the number of followers for each museum has exceeded 1,000 (the number required for live streaming), they have become able to live stream their exhibitions.

Garandeau stressed that the aim "is not to compete with museums, but to encourage young people to visit them via the Culture TikTok hashtag, and express their passion for art in short videos (15-60 seconds) speaking about a painting or a musical piece.

From the Hall of Mirrors at the Palace of Versailles, TikTokers had the chance to watch a presentation by an expert specialized in the era of Louis XIV.

"At the first sight, viewers would think that the background behind the expert is virtual, as the younger generation is used to live in the virtual world. Some thought the scene is fake, but, they eventually realized that they can make a tour in the hall to enjoy the exhibits," Garandeau said.

The visit to the palace got 441,000 views and 25,000 likes.

"I dream of visiting the Palace of Versailles with someone who is fond of history and hear some stories," a user commented.

In the Musée du Quai Branly, Archeologist and Anthropologist Philippe Charlier, head of research at The First Arts Department, showcased five famous art pieces from Mali, Gabon, Brazil, Papua, and Southern United States.

Head of communication Thomas Aillagon said the media policy at the Musée du Quai Branly focuses on "highlighting the geographical diversity that reflects the diversity of cultures and origins," stressing that his museum is targeting most of TikTok lovers, who are likely not interested in the Quai Branly.

Eric Garandeau, who expected this experience to prompt other museums to use TikTok, announced that more shows will be live-streamed on the app.

"We have to encourage Americans and Japanese to visit France," he added, admitting that the language is a major challenge as the streamed content on TikTok is not translated.

TikTok, the most popular platform among the young generation, believes that education should be promoted through culture in the face of VR and AR invasion.

The app plans to adopt a similar approach to science in order to promote education by providing a platform for scientists.



Noor Riyadh 2024: World’s Largest Light Art Festival Returns with Over 60 Installations

The fourth edition, themed Light Years Apart, features over 60 light-based artworks created by 61 artists from 18 countries, transforming Riyadh into a “gallery without walls.” - SPA
The fourth edition, themed Light Years Apart, features over 60 light-based artworks created by 61 artists from 18 countries, transforming Riyadh into a “gallery without walls.” - SPA
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Noor Riyadh 2024: World’s Largest Light Art Festival Returns with Over 60 Installations

The fourth edition, themed Light Years Apart, features over 60 light-based artworks created by 61 artists from 18 countries, transforming Riyadh into a “gallery without walls.” - SPA
The fourth edition, themed Light Years Apart, features over 60 light-based artworks created by 61 artists from 18 countries, transforming Riyadh into a “gallery without walls.” - SPA

Noor Riyadh, the world’s largest light art festival, has returned under the Riyadh Art Project. Running from November 28 to December 14, 2024, the festival spans three iconic hubs: King Abdulaziz Historical Center, Wadi Hanifah, and JAX District.

The fourth edition, themed Light Years Apart, features over 60 light-based artworks created by 61 artists from 18 countries, transforming Riyadh into a “gallery without walls.”
This year’s festival includes contributions from 18 Saudi artists alongside 43 international creators. Participating artists include Architect Saad Al-Howede, Artist Asmaa Aljohani, Artist Anna Ridler, Artist Jiyen Lee, Artist Stefano Cagol, Artist Krista Kim, Artist Stanza, Artist Javier Riera, Studio Atelier Sisu, and Artist Ryoji Ikeda, SPA reported.
Director of Riyadh Art Project Architect Khalid Al-Hazani emphasized Noor Riyadh’s vision of transforming the city into an accessible and inspiring artistic space where creativity flourishes in public areas. Festival Director Nouf Almoneef highlighted Noor Riyadh as a beacon of creativity and connection, inviting visitors to explore this year’s theme through a vibrant collection of installations across Riyadh.
Curators Dr. Effat Abdullah Fadag and Dr. Alfredo Cramerotti present Light Years Apart as an exploration of the profound connection between Althara (the earth) and Althuraya (the stars), reflecting on humanity’s journey from its current realities to its greatest aspirations.
The festival’s installations are strategically placed across its three hubs, reflecting Riyadh’s historical and cultural significance. The King Abdulaziz Historical Center bridges the city’s past and future, Wadi Hanifah provides a natural backdrop, and JAX District serves as an interactive space blending digital creativity, art, and technology.
Prominent installations include Artist Chris Levine’s Higher Power (2024), a city-wide light projection from the Al Faisaliah Tower delivering a Morse code message of hope and unity visible across Riyadh. In Wadi Hanifah, Artist Daan Roosegaarde’s SPARK creates a mesmerizing display of biodegradable floating sparks, while Shifting Perspectives by Saudi Artist Maryam Tariq explores perceptual ambiguity through pixelated imagery at Digital City.
At the King Abdulaziz Historical Center, Studio United Visual Artists’ Aether features 1,500 drones performing a synchronized light show, while Artist Rashed AlShashai’s The Fifth Pyramid uses illuminated pathways to reimagine the ancient structure, symbolizing Riyadh’s transformation into a global art capital.
Noor Riyadh also offers dynamic community projects, including free workshops, guided tours, family activities, and interactive events. Adults can participate in photography and mixed media workshops, while children engage in creative activities like crafting kaleidoscopes and puppetry.
Since its inception in 2019, Riyadh Art has showcased over 500 artworks by more than 500 artists, welcoming over six million visitors. Noor Riyadh has achieved 14 Guinness World Records, solidifying its status as the most impactful light art festival globally. With its 2024 edition, Noor Riyadh continues to position Riyadh as a hub of culture, innovation, and artistic expression.