After 12 years, Pinacoteca do Estado de São Paulo, one of the most important museums in Latin America, decided to change the exhibition of its permanent collection.
The second floor of its building had to be closed for one year for renovating. To prevent visitors from distancing and to feed the curiosity of those who walked through the museum, Pinacoteca asked us for a campaign. But what we delivered was an artistic movement: the Curiosism.
During one year, everything that a regular exhibition would have was created, such as installations, photo essays, posters, a book about the movement, gifts to be sold at the museum shop, etc., always revolving around the curiosity theme.
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