Museus londrinos colhem frutos do pioneirismo digital: exposições e performances canceladas viram lives e evento

Os grandes museus britânicos são mestres da comunicação digital, dominando as listas das instituições de alcance global com o maior número de seguidores nas redes. Ainda assim esses representantes privilegiados do mundo da arte sabem que nada se compara à presença física do público percorrendo suas galerias lotadas — a antítese do isolamento. Enquanto mantém as portas fechadas por tempo indeterminado e calculam o impacto brutal da pandemia sobre suas finanças, os maiores centros culturais de Londres buscam respostas criativas para reafirmar seu papel crucial em tempo de dor.

Tate Modern

A rede Tate, com quatro museus no Reino Unido, foi a primeira a fechar, há um mês. A lista de baixas cresceu em efeito dominó, e hoje o país está sem programação analógica. É um baque doloroso mesmo para quem tem acervos totalmente digitalizados e já não considera tour virtual uma inovação. Exposições que levaram anos para serem idealizadas foram canceladas, artistas perderam oportunidades únicas e curadores se viram às voltas com questões logísticas e emocionais inimagináveis para manter viva uma agenda cultural vinda de salões agora adormecidos.

Ainda é cedo para apostar numa nova era do acesso remoto à arte, mas já há sinais de experimentações que podem influenciar projetos futuros. Se por um lado os cliques dispararam, por outro organizações culturais sabem que o show não pode continuar com base nas estratégias digitais pré-Covid-19.

Royal Academy of Arts

A Royal Academy of Arts (RA) virou referência no Twitter desde a explosão da pandemia, lançando um desafio artístico diário que já mobilizou 9 milhões de pessoas. Sob a hashtag #RAdailydoodle, o museu surpreendeu pedindo que o público desenhasse versões de quadros famosos, substituindo as figuras por esquilos. Também já convocou os confinados a desenhar um presunto. Ou um pato — desde que seja feito em cinco segundos. É um toque de humor que dessacraliza os 250 anos da academia, e levou o “New York Times” a definir o editor de mídias sociais da instituição, Adam Koszary, como “o rei mundial dos memes”.

National Gallery

A National Gallery tem relembrado os tempos da Segunda Guerra, quando conseguiu manter atividades culturais diárias, como concertos, enquanto Londres estava sob ataque. A exposição “Tiziano: amor, desejo e morte”, que reuniu pela primeira vez em quatro séculos um conjunto de telas do pintor renascentista, só ficou aberta por quatro dias. Não há como reproduzir on-line a magia das imagens mitológicas, mas uma série de lives no Facebook, nas quais curadores explicam a simbologia dos quadros, já atraiu mais de 500 mil visualizações — recorde para o museu bicentenário, cujas transmissões tinham em média 20 mil acessos.

Hastings Museum

Infinitamente menor e com muito menos recursos, mas também disposto a manter a cultura viva, o Hastings Museum, na costa Sul da Inglaterra, inaugurou visitas virtuais guiadas por um robô, em respeito total e inovador ao isolamento social. A máquina foi encomendada às pressas, pouco antes da quarentena. O tour pelo acervo contemporâneo é gratuito, mas o robô não deu conta de tanta procura. É preciso entrar na fila para reservar um lugar pelo site.

 

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