Art Institute Of Chicago: Van Gogh's Bedrooms: Let Yourself In

This case study shows how the Art Institute of Chicago (AIC), a museum in the US, successfully launched its new exhibition and increased brand awareness by inviting people to step into a life-size replica of a painting.

Advertiser: Art Institute Of ChicagoAgency: Leo Burnett ChicagoCountry: USA


With over a million square feet of gallery space, a collection that spans five thousand years of human achievement and the largest Impressionist collection outside France, the Art Institute of Chicago is one of America's oldest, largest and most respected museums.

This makes The Art Institute, or AIC, a must-see destination for visitors to Chicago. And the out-of-towners do indeed arrive in droves, accounting for 75% of all paid visits.1

Therein lies the problem, and challenge, we set out to address. The AIC was...

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