Philosophy and history


of Selfie Museum

Selfie Museum was born in Los Angeles in 2014 by the ideas of the photographer and art director Adrien Berlin. In his photographic studios, Adrien used to organize events and private parties with scenographic workstations created by collaborators, artists, set designers, directors, reusing sets and scenic elements recovered from photographic sets and film scenes. The success of the initiative led him to create a network of international artists, to create pop-up selfie stations in fashion, design, cinema and music events.

In 2021, after the pandemic halt, Adrien Berlin moved to Europe to re-propose the format in some cities. Thanks to the collaboration with some artist friends based in Florence, including Stefano Fake & The Fake Factory, on 7 October 2021 the first Selfie Museum opens in the Tuscan capital. Adrien Berlin expects to open in another 14 Italian and European cities by 2022/2023.

This is how Adrien Berlin explains the birth of SelfieMuseum:

“After the appearance of the iPhone in 2008 and for the following years, we realized a situation that has never existed before in the history of mankind: people constantly have a camera, a smartphone, and can share in time real photos they make.

So, as artists and creatives, we began to think that this was a great opportunity to “seek a relationship” with the visitor by creating sets in which people could literally enter the scene and create images of themselves within the sets.

With some artist friends, we started creating and experimenting with immersive installations.

The great success of these initiatives led us to think that real immersive and relational art museums could be created. The Selfie Museum in Florence is also the result of this process. During the pandemic, we have been in touch with over 400 artists. They worked for a year to create over 70 installations, which develop in a labyrinth of over 1000 square meters in the spaces of Via Ricasoli 44, managed by the newborn Florence Art Lab. ”

The SelfieMuseum philosophy is inspired by the theories of the art critic Nicolas Bourriaud. 

At the end of the 90s, he invented the term RELATIONAL AESTHETICS, and in 2004 published the revolutionary essay “POST-PRODUCTION come l art reprograms the world “.





Selfie today means expressing yourself through an image shared on social media.

No longer simply a self-portrait but a personal image, a photographic portrait, created together with friends and family. A moment of socially shared joy, happiness, introspection and personal expression.


SelfieMuseum.Art is not just an exhibition space, but above all a creative laboratory, a treasure trove of many forms of art and beauty to be discovered. An overdose of enthusiasm for human creativity and the surprising beauty of nature. It is a space created by artists to create a relationship with the visitor. The artists who collaborated in the project built a narrative space that captures the purposes and structures of everyday life in a new scenario; a place where cultures, languages, themes, creative connections meet.
It is not just about images to be published, but emotions to be shared.


SelfieMuseum.Art is not what superficially could be defined “a space with colorful and fun rooms for taking pictures”, but it is a natural development of art in the direction of greater involvement of the visitor in the museum experience.
The most appropriate example to understand the selfie museum is the exhibition spaces of Meow Wolf in the United States ( or the Gucci Garden in Florence, which is, in fact, a “social media friendly”. Also the Shanghai exhibition curated by Maurizio Cattelan “The artist is present” in 2018 is composed of installations to take pictures too be shared on social networks (