Munch Museum in Oslo sees surge in young visitors with initiative “Arif at Munch”

The Munch Museum in Oslo has seen significant success with its initiative targeting younger audiences, labeled “Arif at Munch,” drawing in 120,000 visitors in just three months. Notably, the number of attendees aged 18 to 25 jumped by 23% compared to the same period last year. During this time, the museum also hosted weekly events aimed specifically at younger visitors.

Program host Sandeep Singh observed a diverse crowd, suggesting that Munch Museum has effectively reached an audience in their twenties, along with a multicultural demographic. He pointed out that this shift would have been unlikely a decade ago, indicating a broadening perspective at the museum.

Visitors have expressed their enthusiasm for the exhibit. Solo Dibasey, 27, mentioned that his family found it exciting, while Emilie Skare, 26, shared that her experience did not align with her previous perception of the museum’s artistic style. For 21-year-old Ida Knutsen, Arif’s exhibition has sparked inspiration, despite her not visiting in person.

Mathias Østrem, a curator at Norway’s national museum for popular music, noted that collaborations with local artists like Arif present new opportunities for young audiences to connect with the museum in fresh ways, breaking from the traditional school visit experience. He remarked that such initiatives could cultivate lasting interest in the arts among younger generations.

Arif, the featured artist, strives to demystify the perception of art institutions, aiming to blend music, visual art, and culture to engage those who usually might avoid museums. Tone Hansen, the director of Munch Museum, emphasized the importance of integrating diverse cultural elements to attract varied audiences, showcasing their success in doing so through impressive visitor numbers.