Sweet Art Museum: Museum in Lisbon aims to delight social media-focused visitors

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Europe

02:19

An unusual pop-up museum in Lisbon is delighting social media-focused visitors with colorful and dreamy displays of giant ice-cream and all things sweet. Take a look.

The Sweet Art Museum is Europe's first exhibition dedicated to happiness. This is according to its founders.

Co-creator Carla Santos says she got the idea from similar exhibitions popular in the US and she sees this new type of museum spreading across Europe as they appeal to the younger, social media-focused generation.

Indeed the displays are designed to offer creative photo opportunities to a public who likes to 'share'. The museum's main audience is 15 to 30-year-old girls.

CARLA SANTOS, CO-FOUNDER SWEET ART MUSEUM "We are a museum for the new generation, for the generation who lives intensely and wants to share the moments immediately. The new generation wants to experience, wants to take pictures and wants to share on the social network. We are, as I told you before, Instagram-friendly so our concept is all about taking creative and funny pictures."

Among the most visually appealing works are the 'Splash Mallow Pool': a pool full of fake marshmallows for visitors to dive into and the Candy Wash bath tub.

The exhibition features a total of eight thematic and scented rooms: Splash Mallow Pool, Happy Hall, Ice Cream Land, Gummy Game, Candy Wash, Pop Circus, Sweet Dreams and Lucky Fruit.

Visitors have access to an app that allows for better interaction with the displays during the tour, which includes virtual reality games, holograms and photo competitions.

Co-founder Hugo Silva says the digital dimension is key to capturing the attention of tech-savvy millennials.

HUGO SILVA, CO-FOUNDER SWEET ART MUSEUM "It's a game we have with the glasses for virtual reality. In this game you are tele-transporting to this room and you can share lots of gummy bears, share happiness in disguise. So it's really, really cool."

The museum is open until the end of August.