Billed as “an interactive experience for social media”, the “Youseum” (a play on words between ‘you’ and ‘museum’ in English), on the outskirts of the Swedish capital, does not house works of art hanging on white walls .
And the price of your admission (more than 30 dollars) is closer to that of an amusement park than that of a conventional museum.
Here, visitors wander through rooms of bright colors and eccentric decoration, intended to provide an attractive setting for the photos and videos that visitors post on their social networks.
“Here, you can take cool photos and create cool content for your Instagram or Facebook. And if you are on TikTok, you have the perfect place to make” the videos on this network, Sofia Makiniemi, one of those responsible for the place, explains to AFP.
Behind him is the “emoji room”, full of blue and yellow balls representing the well-known smiley faces.
In the dozen other themed rooms, one can plunge into a pool with foam sticks simulating candy in an area inspired by the French Côte d’Azur, pose under bright neon lights or sit on a giant pink swing.
“There’s lighting, TikTok music, candy, all the things we like,” celebrates 18-year-old Zeneb Elmani, who visits the place with a group of friends. The student loves that the place has the “2020s era” atmosphere.
– “My God, it is too cute!” –
Located in a shopping center, the Youseum “is an interactive museum where you can create the art you want to see,” says Makiniemi.
Following the first two spaces launched in the Netherlands by commercial real estate giant Westfield, Sweden is the second country to host one.
It opened in mid-March in a giant company center in Solna, on the outskirts of Stockholm. There are other projects announced in Germany or in Dubai.
The age of social media and its influencers is accompanied by growing warnings about possible mental health risks for adolescents and young people, especially girls.
“It’s a big part of our society today. So why not try to make it more creative?” Makiniemi defends.
The young schoolgirls who visit the compound that day show no cause for concern.
“I find this place nice for people who love to take photos. It’s too cute here, my God, it’s too cute,” exclaims 18-year-old Chaymae Ouahchi.
The young woman does not see herself as an influencer and assures that she is “a very secret person”.
Past generations may wince when they hear a place dedicated to taking self-portraits with mobile phones described as a “museum”, or they may resign themselves, like Bill Burgwinkle, a 70-year-old professor visiting with his niece.
“I think it’s too late to worry. The world is like this now “and this type of enclosure until recently unlikely” seems to fulfill its function “, she assures.
