Livestream Partnership Inside the Centre Pompidou and Fliggy’slive st re am — and a Mandar in...

19.1.2021 Inside the Centre Pompidou and Fliggy’s Livestream Partnership | Jing Culture and Commerce

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CULTURAL COLLABORATIONS

Inside the Centre Pompidou and Fliggy’sLivestream Partnership

Min Chen / January 18, 2021

To stay connected with its Chinese audience, the Centre Pompidou opened its galleries tosome 10,000 viewers in a two-hour livestream event co-hosted by Fliggy. Image: Wikimedia

On December 14, 2020, Flig�y’s globe-spanning virtual tourism series — which has already spotlit theLouvre, the British Museum, and most recently, London’s Natural History Museum — made a stop atthe Centre Pompidou for an interactive livestream tour. The two-hour event saw more than 10,000visitors gather for a guided circuit around the museum’s galleries and rooftop, followed by therequisite exit through the gift shop. It marked the French institution’s first livestreaming effort and akey piece of its China-focused strate�y.

Since 2018, the Pompidou has been actively engaging Chinese tourists in its bid to boost itsinternational profile. “We’re very well-recognized in the Europe and U.S. markets, but were absent onthe Chinese one,” says Barbara Prieto-Lavault, the museum’s Head of International AudienceDevelopment. To that end, the museum launched its Weibo and WeChat accounts, and established aShanghai outpost, the Centre Pompidou x West Bund Museum project, among other activations.

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The livestream opened with an introduction from Serge Lasvignes, President of the CentrePompidou. Image: Centre Pompidou

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And the Pompidou’s not done. As Prieto-Lavault reveals below, the museum’s China outreach remainsan ongoing and dynamic endeavor, with plans to grow its presence across digital platforms in the yearahead.

Staying connected with China

After we launched the Pompidou in Shanghai, we decided to focus our marketing tools on theChinese market. This is why we decided to launch our Weibo and WeChat accounts two years ago. Wealso launched a Mini Program on WeChat that replaces the former traditional divide. It featuresmasterpieces in our permanent collection — Picasso, Chagall, Kadinsky, all the works that were on thelivestream — and a Mandarin audio guide.

Centre Pompidou’s partnership with Flig�y

We decided to part with Flig�y after watching their livestream events with the British Museum, Prado,and the Louvre. We saw it as a really great opportunity for us to maintain contact with Chinesepublic. When we posted about the livestream on WeChat, it gained 4,000 views and it’s one of the topposts on our WeChat.

The tour featured commentary by a Mandarin-speaking guide and the museum’s staffincluding Christian Briend, Chief Curator of the Modern Art Collection. Image: CentrePompidou

The livestream tour

We wanted to give viewers a really personal experience, which is why we decided to feature the bigrooftop that is normally closed to the public. It’s the most beautiful view of Paris because you’re inthe heart of the capital and you get a 360-degree view. We finished the tour at our boutique because

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we know that Chinese audiences are very interested in goodies and products from the museum. Forthis same reason, we’re also planning to launch our brand license on Taobao sometime in the springof 2021.

Initiatives in the pipeline

We might continue to partner with bigger companies such as Alibaba to keep a link with the Chinesemarket. We’re also working on something specific that we could sell on WeChat, like a paid livestreamtour with a guide from the Centre Pompidou.

CATEGORIESCultural Collaborations

TAGSCentre Pompidou, Centre Pompidou x West Bund Museum, culture livestreaming, �iggy,livestreaming

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Livestream Partnership Inside the Centre Pompidou and Fliggy’slive st re am — and a Mandar in...

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