Fondation Louis Vuitton's Digital Strategy: Interview with Patricia Buffa

In an interview with Artribune, Patricia Buffa, Head of Digital Communication at Fondation Louis Vuitton in Paris, discusses the institution's digital strategy. The foundation, which opened on October 27, 2014, employs 35 permanent staff across all departments. Buffa's team includes a social media manager and a web editor, focusing on developing the foundation's online presence to convert virtual visitors into real ones. She emphasizes the integration of digital and physical experiences, noting that visitors often discover events via Facebook, purchase tickets online, and later share their experiences on social media. The foundation's digital tools include the Lucky Vibes app, a music game for younger audiences launched in April, and an online collection module that mirrors the exhibition layout. Buffa highlights the success of the 2016 exhibition 'Icons of Modern Art. The Shchukin Collection,' which attracted over 1.2 million visitors and generated 4 million page views on the dedicated site page. The foundation's social media grew significantly in 2016: Instagram up 62%, Twitter 42%, and Facebook 40%. Buffa, a Bocconi and Sciences Po graduate, previously worked at Mondadori-Electa in Naples, the MAXXI museum in Rome, and the MoMA in New York. She recommends Erin Meyer's 'The Culture Map' for understanding cross-cultural communication.