In 2017, Westfield Corporation unleashed "Up Close: Michelangelo’s Sistine Chapel," a groundbreaking exhibit that transported the splendor of the Sistine Chapel's ceiling frescoes to select Westfield shopping havens across the U.S.

Strategic insight

This exhibit was a daring blend of art and commerce, providing an accessible cultural experience within retail spaces. By bringing Michelangelo's masterpieces to the masses, Westfield aimed to draw diverse crowds, boost visitor numbers, and level up the shopping journey.

Execution

The exhibit boasted true-to-life, high-definition replicas of the Sistine Chapel's ceiling frescoes, allowing viewers to marvel at the intricate details up close. The tour kicked off at Westfield World Trade Center in New York City from June 23 to July 23, 2017, followed by a stint at Westfield Garden State Plaza in Paramus, New Jersey, from September 1 to October 15, 2017. Further stops included Westfield Topanga in Canoga Park, California, from November 3 to December 31, 2017.

Outcomes

The exhibit successfully pulled in a broad spectrum of visitors, including art buffs, families, and tourists, thereby ramping up foot traffic to the hosting centers. By weaving a renowned cultural experience into the retail arena, Westfield boosted its brand image as a destination that delivers more than just shopping. The event also served up educational opportunities, nurturing a deeper appreciation for Renaissance art among attendees. Attracting wide spread media attention and earning over US$61M in earned media, the attraction was a social media darling, outperforming the real Sistine Chapel on Instagram during the time of the tour.