Photo exhibition “Life”

Main category

CROSSOVER

Sub-category

13. Pop-Up Event

Watch the event video

Event Description and Key Objectives

The exhibition Life is part of the Maestrale project, Maestrale is a project whose main idea is to revive the city's rich history through tradition, culture, art and tourism and this season started with a very special exhibition in the public space - the exhibition 'Life' whose main goal is to turn towards improving the quality of life and adopting the principle of "the beauty of living".The photo exhibition “Life” is designed as an opportunity to get to know the contemporary slow living philosophy of Makarska through personal stories of the actors depicted in the photographs. The portrait photographs (in large formats) are exhibited in the old town, on the facades of houses in the neighborhoods of Kalalarga street, photographs become meeting point and space for dialogue between the local residents, tourists, and passersby

Key challenges

The main obstacle was the acceptance and approval of the local population for the organization of this type of event. Given that it is a project that is placed on the facade of the houses of the residents in the old core itself. Also, until now, Makarska has not encountered this type of project that is sustainable, digital and at the same time modern and physically present in the space where they live and tells the story of the lives of the residents who are part of the everyday life of the City as well as part of the lives of all residents. We overcame the obstacles by bringing the project closer to all residents in such a way that it was presented to all citizens at the opening event where citizens attended, as well as all the models of this exhibition. At the opening of the exhibition, the idea itself was presented by all the main stakeholders, where photographer Mare Milin gave the main speech, representatives of the Tourist Board and the City and Foton association, where the whole story and goal of this project was presented. Also by promoting it through local, national and regional media, where the residents understood the importance and essence of this project and eventually they became the ones who talk about the exhibition lives and present it to tourists and all visitors to the city.

Basic information about the event

Name of the organiser

Makarska Tourist Board

Location

Makarska, Croatia

Event duration

24.05. - 01.09. / 2023

Client

Association Foton, Makarska Tourist Board, City Makarska /// tourists, locals

Event results

Creativity

The main goal of this project is the branding and promotion of local values by connecting tourists and locals through interesting photos that tell the local story. By scanning the code on the photo an interesting story about them is opened. The motifs in the photographs are people who symbolize town life of Makarska, individuals who, through their work and life in Makarska, contribute to the town and influence the lives of their fellow citizens.

Innovation

The photo exhibition “Life” is designed as an opportunity to get to know the contemporary slow living philosophy of Makarska through personal stories of the actors depicted in the photographs. The portrait photographs (in large formats) are exhibited in the old town, on the facades of houses in the neighborhoods of Kalalarga street, photographs become meeting point and space for dialogue between the local residents, tourists, and passersby. ou can view the entire exhibition by taking a walk through the old town core during the summer months, exploring the neighborhoods and the human stories that make up the town. These are our models and their stories through the words of our talented photographer, Mare Milin. If you are not in Makarska, you can also explore the exhibition online, through an interactive map and take a virtual walk through the streets of our city, getting to know our city through the stories of the locals.

Execution

Portrait photographs of ten citizens of Makarska are exhibited in the old town. People from the neighborhood who have contributed to the city in their own way and who have been chosen as city icons - the official "representation" of what is called - the life of the city. City, it's people, is the idea that developed the exhibition, whose artistic part is supported by the Foton Association, and is organized by the Maestrale project (Makarska Tourist Board and Makarska City), whose mission is to bring life back to the old city center through cultural and entertainment events. The famous photographer Mare Milin did a masterful job - she got into the soul of the models, immortalized them and thus the city they represent, and although the photos speak 1000 words, Milin supplemented all of that with excellent, concise and inspired texts. A tourist who comes across the photo by scanning the QR code learns about the model (andindirectly about Makarska) the texts are posted in Croatian, English, German and Polish. The portraits are a selection of members of the Foton Association, which itself did an excellent job, presenting a gallery of fellow citizens who tell stories about themselves and their lives about the town of fishermen, artists, librarians, musicians, athletes... Foton is an association that deals with and contributes to the artistic, cultural and tourist valorization of photography and enriches the cultural life in Makarska with exhibitions, workshops and festivals. Foton was in charge of the implementation of the exhibition (selection of people, creation of the website and organization of the presentation, technical matters related to the presentation of the exhibition) while Makarska Tourist Board and Makarska City were supportive in all situations.

Measurable results

The local population accepted the exhibition - and became the main presenters of it. 10 photos were scanned a total of 26,000 times, which means that since the beginning of the exhibition, each photo has been scanned an average of 2,600 times. A total of EUR 28,000 was invested in the project itself, of which EUR 20,000 was spent on marketing, while EUR 8,000 was spent on the actual implementation of the project.

Communication

The project was communicated through the main channels of promotional activities. National media - portals, radio, television, social networks. 20,000 euros were invested in the promotion of this project, a special campaign was created in the national media space and on digital channels. These are only some of the portals that were part of the campaign: https://www.jutarnji.hr/domidizajn/inspiracije/posveta-ljudima-koji-svojim-radom-i-zivotom-cine-makarsku-15339343 https://www.tportal.hr/kultura/clanak/otvorena-izlozba-fotografija-mare-milin-u-staroj-jezgri-makarske-foto-20230525 https://www.gloria.hr/gl/lifestyle/kultura/zivot-makarske-prikazuje-poznata-hrvatska-fotografkinja-mare-milin-15339756 https://www.nacional.hr/izlozba-fotografija-mare-milin-u-makarskoj-dajte-mi-dovoljno-zraka-i-prostora-da-opet-ugledam-bit/

Sustainable practices

This whole exhibition was made following all the main guidelines about protecting the environment. Paperless was the main feature, the photos in large format are made of sustainable material, and the whole exhibition relies on the digital feature, on scanning the QR code and the website, the exhibition is possible to visit virtually.