PCM Studio Launches VICEVƎRSA, a Social Media Project Flipping Art Press Interviews

Milan-based communications agency PCM Studio has launched VICEVƎRSA, a social media project that reverses traditional roles by having journalists interviewed about exhibitions they cover. Founded by Paola Manfredi, the initiative publishes weekly short video interviews recorded during previews, aiming to restore a word-of-mouth, conversational dimension to art communication. The first episode focused on Luc Tuymans' solo show 'La Pelle' at Palazzo Grassi in Venice, featuring journalists Francesco Bonami, Elena Bordignon, Paolo Navarro Dina, Tiziana Migliore, and Stefano Castelli. Upcoming episodes will cover the group exhibition 'Luogo e Segni' at Punta della Dogana and the artist residency '10×100' at Giovanardi. Manfredi describes VICEVƎRSA as a 'laboratory' and 'reverse magazine' born from the observation that Instagram has become a primary source of information, faster than traditional media. The project leverages Instagram's appeal for immediate, positive messaging.