Art Nouveau study (September 2023)

This field study was conducted face-to-face in two phases, from 27 to 29 July 2023 and from 8 to 11 September 2023 (CAPI = COMPUTER ASSISTED PERSONAL INTERVIEWING).

Phase 1 attracted 700 responses, and phase 2 attracted 300.

Phase 1 consisted of identifying visitor profiles in popular tourist locations (Grand-Place, Mont des Arts, the Saint Hubert Galleries) who might be interested in Art Nouveau (Prospects).

Phase 2 involved identifying which profiles in three Art Nouveau museums (Horta House, Hannon Hoiuse and Lab-An) were actually visiting Brussels Art Nouveau buildings.

The results of this analysis will enable us to broaden our knowledge of the Art Lover group in general, and better adapt our communications to this target audience.

PROSPECTS

40% of randomly surveyed tourists were familiar with Art Nouveau.

 70% may be/were interested in Art Nouveau (mainly Belgians and French).

Even if they were not familiar with Art Nouveau, 43% of non-experts were curious to discover it.

Curiosity or interest in art were the main factors of interest.

Lack of time and personal taste were the main reasons for disinterest.

Nearly 1/3 of those interested planned to visit an "Art Nouveau" museum/venue, especially the MIM, Horta Museum and Maison Autrique.

CONSUMERS

Mainly couples and friends, attracted by the architect's reputation or the chance to learn more about Art Nouveau.

As with cultural activities in general, word-of-mouth, social media and the Internet were the main sources of information.

71% believed that Art Nouveau strongly influenced their decision to visit Brussels.

The recommendation of these attractions was good, and the economic cascade effect went mainly to the surrounding bars and cafes (48%), then 25% on another museum or attraction.

The Horta Museum and Hannon House were the other most popular Art Nouveau attractions. The Magritte Museum and Bozar for non-Art Nouveau attractions.