After 12 years, one of the most important museums in Latin America decided to change the exhibition of its permanent collection. Therefore, the second floor of its building had to be closed for one year for the renovations.

Our challenge was to keep visitors interested in the museum during this period and stimulate their curiosity about what was coming next.

Based on the idea that every material should suggest Curiousism was a real artistic movement with a real exhibition, we decided to keep the visual clean, minimalist and informative, just like museums materials often are.

All the 'curious' material available on the museum draw the attention of the media - with a lot of media coverage about the subject - and of the public.

After a year of the opening of Curiousism, precisely on October 15, 2011, the movement ended with the opening of the new long-term exhibition at Pinacoteca. In just one weekend, the number of visitors tripled.