On the warm night of June 12, visitors between 18 and 30 walked into the courtyard of Palazzo Strozzi, drinks in hand and neon lights illuminating their faces. A DJ played Britpop music inside the Renaissance building while Tracey Emin’s provocative, contemporary works awaited upstairs. This wasn’t the average museum visit, and that was exactly the point.
Organized by the Palazzo Strozzi Foundation, the “Neon Night” aimed to rethink how museums engage under-30 audiences through alternative formats and more social, inclusive experiences. In conversations with visitors and staff, three themes emerged that shape how younger audiences interact with Florence’s cultural life: time, money, and cultural accessibility.
For these attendees, finding time for art is less about interest and more about how and when it’s offered. “I saw it on Instagram, and I’d wanted to come to the exhibition for a while,” said Celeste De Serio, a 23-year-old from Treviso. “There was a free drink offer and a DJ, and it fit into my working hours,” which was key in Celeste’s decision to attend the event.
The format of Neon Night (after-hours access, a social setting, and live music) was designed with that lifestyle in mind. According to the Palazzo Strozzi Foundation, the event aimed to promote “an engaging and personal experience and a young point of view on the works,” breaking with the traditional idea of a quiet museum visit during limited daytime hours.
For some, it also created a ripple effect.“It’s like an excuse to come see art, but also to meet up with friends and bring others along,” said Giulia Barletta, a 35-year-old art educator at Palazzo Strozzi.
When considering a young audience, cost also plays a deciding factor. The reduced ticket price made the difference between attending or skipping the event. “Usually, for museums who are owned by the state, you have a reduction in price if you are under 25,” said Lucia Scartoni, a 26-year-old art educator from Arezzo. “But in this case… I would spend five euros on a Spritz outside, so it’s nice to have the possibility to have something to drink and then to go inside the museum.”
The Palazzo Strozzi Foundation partnered with Unicoop Firenze to offer a special rate: just five euros (including a drink) for those under 30 who registered online. Even without preregistration, entry plus a drink still only cost ten euros. Attendees described it as not just affordable but as a culturally compelling alternative to a regular night out.
This pricing model wasn’t just about drawing a crowd. It also positioned this art event as socially competitive. “It’s basically the same price. Five euros. It’s even cheaper,” Lucia Scartoni added. Why not do something cultural instead?
The exhibition itself also played a key role. Tracey Emin’s “Sex and Solitude” offered an unconventional and deeply personal experience that many attendees found stimulating. “None of it makes sense without an emotion behind it. The diversity of each work is an imaginary journey into the artist’s life and a concrete journey into oneself,” said Maria Lurato, a 23-year-old attendee from Ragusa, Sicily. Fashion designer Enrico De Marchi, who traveled from Lucca to attend the event, noted that the event allowed art to become “a place where you can meet people, also maybe discuss art too, entertainment, but also companionship.”
Rather than presenting art as something to be observed in silence, the Palazzo Strozzi Foundation encouraged dialogue, music, and casual reflection. “It’s different from everything you can have in Florence,” said Lucia Scartoni. “It’s nice to have it here in Florence and in a contemporary environment.”
By blending a DJ set, reduced ticket prices, and a provocative artist, Neon Night challenged the notion that museums must remain static or silent to be meaningful. Many interviewees echoed a desire for more initiatives like this, ones that merge social connection with artistic exploration. “It’s not only about the exhibition,” said Celeste. “It’s about art and young people, to have a chance to spend time with other young people as well.” Events like Neon Night show that mix timing, affordability, and relevance, and cultural institutions can become spaces where young people feel seen – and where art feels alive.
This article was produced as part of a journalism collaboration with Georgetown University’s study abroad program in Florence.
