Latvian museum uses a food delivery app to bring its exhibitions to the public

This article was first published in The Calvert Journal.

The Zuzeum Art Centre in Riga is welcoming visitors to its latest exhibitions — via a food delivery app.

Opened in September 2020, the gallery hosts a permanent private collection of more than 20,000 Latvian artworks. When lockdown restrictions forced galleries to close their doors, Zuzeum partnered with one leading food app, Wolt, to create a special kind of “restaurant” profile: Zuzeum Art Preview. Artworks are divided into appetizers, entrées, and desserts, while users who decide to “order out” have couriers deliver print tour guides to their doorsteps — along with tickets to visit the museum when it’s open once again.

“After a year of closures, museums and galleries are still looking for ways to reach people,” Ieva Zībārte, Head of Exhibitions at the Zuzeum explained. “Collections and museums must be in places where people come together. In the past, art often broke into the urban environment. Now we tend to live in our own digital cities, and there is a place for art in this new realm.”

The partnership itself was forged by Zuzeum’s partner, creative agency Little Good Agency. “We are glad that we found a way to add something beautiful to our lockdown routine,” the agency’s creative director, Grisha Sorokin, said. “Sometimes, during these difficult times, Wolt becomes a source of procrastination, and using it as an educational and inspirational channel is an exciting opportunity.”