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Showing the heritage

We talked to the organizers of the El Greco exhibition at Palazzo Reale Milano about the process of organizing a world-class museum project and how the curators manage to look at recognized masterpieces in a new way

Нow are works selected for exhibitions of such magnitude?

Of course, it is a matter of preceding scientific research that takes into account different qualities of artworks. An accurate selection of the greatest art pieces is often conducted from a variety of sources: from well-known museums and private collections to churches and convents.

How much time was delegated to the PR team to work out the campaign?

The communications and PR started working over a year before the exhibition itself: at least this much was needed to build valuable partnerships at multiple levels (institutional, cultural and corporate).

The public launch took place around three months before the opening of the exhibition, with a press preview held on July 11 at the residency of the Spanish ambassador in Italy. The PR campaign heavily focused on the institutional nature of the project and its reach: far beyond Milan, both at national and international levels – just as this exhibition deserves. During the following activities, starting with digital ones, we’ll focus on telling in depth the incredible story of El Greco and his art.

Were there any problems during transportation of the artwork?

Normally we turn for these services to companies that specialize in fine art transportation. The logistics are extremely important due to the sheer value of the artworks lent to us from national and international institutions, as well as churches and private collections. 

Who is usually responsible for the wall color and the color scheme of an exhibition in general?

Our curators, in coordination with the architects. The latter receive all the necessary information: from the first notes about the sections of the exhibition to the list of art pieces and highlights of the project.

Who and how decides on the zoning?

Defining the route for the exhibition starts at the exact moment in which its first idea is born. At the same time, there can be variations in zoning plans depending on the lending conditions. 

How in general is El Greco perceived today, in 2023?

The current perception of El Greco is closely related to contemporary painting, especially in the context of Picasso’s centenary. It is very artistic and avant-garde.

What perspective do you want to display – El Greco as eternal classics or maybe something new?

The Milan exhibition investigates El Greco’s relations with the Italian artists of his time and seeks to show the balance between the three great artistic styles that coexisted in his art: Byzantium, Italy and Spain.  The new perspective is to recreate the idea of the “labyrinth” and paradoxes that occurred in his life path, from Crete to Toledo.