“Another digital exhibition in a mall?”, you might ask. Yes, one more. But, despite arriving in Brazil under the signature of Blast Entertainment, a company of the DC SET group, also responsible for Beyond Van Gogh and Van Gogh Live 8K, the exposure Frida Kahlo, The Life of an Icon is presented with crucial differences: focus on the artist’s life story – instead of the reproduction of her works –, without limitations of visit time or space, which can be at odds with the ticket price and with the “immersion” proposal .
Created in Spain by the hands of the Frida Kahlo Corporation and the company Layers of Reality, the show seems to deal well with the limits and opportunities that digital exhibitions bring, even though there is no official pronouncement justifying some of the choices that go against the grain of what we have seen. Without being able to reach the poetic reality of the works in projected reproductions, a good solution was to use technological resources to focus on the presentation of the powerful Frida biography attractively.
In an area of 2,000 square meters, the proposal has 10 rooms that bring together collections of historical photographs, original films, collector's items and an original soundtrack. Among the highlights of activities are the Photo Booth, with technology that can identify faces and features, creating unique portraits and collage technique; the “La Rosita” room, which reproduces the environment where Frida taught painting classes and allows visitors to “get their hands dirty”; in addition to other large installations that recreate the most important moments in the artist's life.
Ticket prices are also always an essential point to consider in this exhibition format, especially when compared to exhibitions in museums and institutions that bring together original works without ever coming close to reaching the same prices. In the case of Salvador Shopping, it is possible to acquire them from 30 reais (half price, during the day during the week), but they can also reach three digits for the full ticket on weekends – that is, no it's way underwhelming and not even the most exorbitant we've seen.
In short, it can be concluded that the exhibition brings small propositions with a pedagogical purpose even within the “instagrammable” and popular wave of digital scenarios.
After the season in Bahia, the exhibition goes to São Paulo in January and, afterwards, goes on a tour around the country.
Frida Kahlo – The Life of an Icon
Location: Salvador Shopping
Address: Avenida Tancredo Neves, 3133 – Caminho das Árvores, Salvador – BA
Date: From October 5th to December 4th.
Opening hours: Monday to Saturday, from 10am to 9pm. On Sundays, from 10 am to 8 pm.
Ticket: R$30 – R$150 on the website of eventim.