ARTfluence Heidi Horten Collection | Heidi HORTENCOLLECTION

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Foto: Ouriel Morgensztern

The Art of Participation at the Heidi Horten Collection

At a time when museums are increasingly seeking innovative ways to engage their audiences, the Heidi Horten Collection in Vienna has set a new standard with its groundbreaking project ARTfluence. Initiated by a young, tech-savvy team in collaboration with the museum, this project exemplifies a new era of participatory art education.

The Idea Behind ARTfluence

The concept of ARTfluence was to bridge the gap between curators and visitors. Traditionally, these two groups exist in a hierarchical relationship: the former decides what is displayed, while the latter consumes. With the introduction of the digital platform ARTfluence, this boundary was deliberately dissolved. “Our goal was to see visitors not as passive observers but as active participants in the curatorial process,” explains Felix Oncken, one of the founders of the agency that developed the technical framework.

A Museum for Co-Creation

As part of the exhibition “WE LOVE” (24 November 2023 – 25 August 2024), visitors were invited to select their favorite pieces from nearly fifty artworks. Masterpieces by artists like Roy Lichtenstein, Gustav Klimt, and Andy Warhol were displayed alongside contemporary works such as “Fucking Beautiful (Hot Neon Pink)” by Tim Noble & Sue Webster. Voting was possible both digitally via smartphone using NFC tokens and analog on-site. “It’s a democratic approach that allows us to better understand the artistic preferences of our audience and integrate them into our work,” says Agnes Husslein-Arco, Director of the Heidi Horten Collection.

With nearly 22,000 votes cast, the project exceeded all expectations. “The results of these votes are surprising. They not only reveal which artworks are most popular but also highlight the diverse interests of our visitors across different age groups,” Husslein-Arco adds.

The Top Favorites: A Mirror of Diversity

Particularly intriguing are the results showcasing the most popular pieces. Paul Klee’s “Geschwister” and Yves Klein’s “Untitled Blue Sponge Relief” topped the rankings, followed by Gustav Klimt’s “Kirche in Unterach am Attersee.”Notably, artworks with surreal elements, such as René Magritte’s “L’Empire des Lumières,” resonated across generations.

A Vision for the Future: More Participation in Museums

The new permanent exhibition “Klimt⇄Warhol,” which opened in fall 2024, features many of the artworks chosen by visitors. This approach not only curates a unique collection but also fosters a deeper connection between art and its audience. “With this project, we aim to redefine traditional curation while reducing barriers to art and culture,” explains Sophie Weiß from the Heidi Horten Collection marketing team.

ARTfluence demonstrates that museums need not be rigid institutions. They can become vibrant platforms that foster dialogue and give visitors the sense of being part of something greater. “The response shows us that we are on the right path. Art is not a one-way street but a living exchange,” emphasizes Husslein-Arco.

Voices of the Participants

Agnes Husslein-Arco concludes with a forward-looking statement: “ARTfluence is just the beginning. We want to expand this form of participation and make it a permanent part of our exhibition concepts.” The young team behind ARTfluence also sees great potential for the future: “ARTfluence represents the future of art experiences. Together with the Heidi Horten Collection, our goal was to promote active participation and discussion in art – in a sense, the democratization of the museum,” says Felix Oncken.

“As personal interests and cultural education do not always go hand in hand, we offer a platform that allows visitors to save and like the art they experience, giving the audience a voice,” adds agency colleague Paul Bock.