The world-renowned Louvre Museum is taking an unconventional approach to making art accessible by hosting a free exhibition inside a shopping mall in Lille, northern France. From October 24 to November 1, the Westfield Euralille shopping center is partnering with both the Louvre and Louvre-Lens museums to present "I Live at the Louvre," a traveling exhibition designed to reach audiences who might never set foot in a traditional museum.
Shoppers browsing for perfume, handbags, and shoes now encounter masterpieces like Giuseppe Arcimboldo's "Four Seasons" displayed between a cosmetics store and a cell phone shop. The exhibition features 23 official reproductions of works from both the Louvre and Louvre-Lens museums, strategically placed throughout the mall's corridors to create unexpected artistic encounters.
The initiative specifically targets people "who don't feel concerned or legitimate about going to museums," particularly those aged 15-25 for whom museums might only represent childhood memories. Gunilla La Pointe, a mediator from Louvre-Lens, explains the philosophy behind the unconventional venue choice: "Art is already everywhere – in beautiful advertising, fine clothing, or quality perfume. We need to demystify the museum."
To engage younger visitors, the exhibition offers interactive activities including foosball, "Guess Who" games, and photo booths, alongside four museum mediators who help visitors understand the artworks. Iconic pieces like Leonardo da Vinci's Mona Lisa, Arcimboldo's seasonal portraits, and The Seated Scribe are presented in a completely new context, allowing art to meet audiences where they naturally gather.
Visitors have responded positively to this innovative approach. Aliénor, a business school student from Paris, took a break from shopping to explore the exhibition: "I'm discovering works from Louvre-Lens, and with the flooring that mimics the Louvre in Paris, it's like a little art bubble. You forget you're in a shopping mall – it's pleasant." Bérénice, who brought her two children aged 10 and 7, found the format more manageable than traditional museum visits: "In a museum, I can't last more than 45 minutes with the kids. Here, with the activities, it's much more fun for them!"
The recent theft at the Louvre's Apollo Gallery, where eight crown jewels were stolen, has become a talking point among visitors. "Return the crown jewels," reads one entry in the exhibition's guestbook. La Pointe sees this as highlighting the tension museums face: "A museum's mission is both to preserve and to display. It's almost contradictory. Displaying makes works vulnerable, but keeping them locked away also makes them disappear."
Unlike traditional museum displays, this exhibition encourages hands-on interaction. Signs read "Do Not Refrain from Touching" instead of the usual warnings. Visitors can feel, touch, and manipulate materials, as the reproductions are made of resin but accompanied by samples of original materials. "It's a way to understand why we don't touch works in museums," La Pointe explains with a smile. "The more you caress a bronze sculpture, the more the patina disappears and the work deteriorates."
Marie-Odile, a retiree and regular museum visitor, spent 45 minutes exploring the exhibition: "I never come to shopping malls. But here, I rediscovered details about certain works. The Scribe, for example, is superbly reproduced." When asked if the experience might inspire visits to see the originals, La Pointe emphasizes that "encountering an authentic work is a thousand times more powerful."
However, original artworks cannot yet venture into shopping malls due to conservation requirements. Museums cannot guarantee the stable humidity levels, controlled temperatures, and managed foot traffic necessary to prevent vibrations that could damage authentic pieces. For now, high-quality reproductions serve as ambassadors for the real masterpieces housed in climate-controlled galleries.
The exhibition concludes its tour at Westfield Euralille, but its impact extends beyond the mall visit. Curious visitors can win free tickets to the temporary "Gothic" exhibition at Louvre-Lens, creating a bridge between the accessible shopping mall experience and the traditional museum setting. This innovative partnership between the Louvre museums and Unibail-Rodamco-Westfield Group represents a bold experiment in cultural democratization, challenging conventional notions of where and how art should be experienced.
