At the opening of the renovated MUZA, which brings together a museum, gallery, and academy, we embraced the spirit of the slogan “Where inspiration enters.” and transformed it into a new work of art—a fragrance called MUZA, whose composition encouraged cognitive stimulation. On screens and beyond, it invited people to the opening and to visit the exhibition, while welcoming visitors in the museum shop. The result? 63% more visitors experienced MUZA to last year, and it ranked among the top 10% most popular Top Advisor destinations worldwide.
